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GS Avanti

Research, brand strategy, visual and verbal identity, print collateral, apparel design, website design and development.

Strategy

Strategy

We immersed ourselves in the culture of the club. We joined sportives and hosted workshops with the existing members to help define exactly what it meant to be a part of the club. Two perspectives emerged. The need to evolve into a contemporary, desirable brand to attract new members and the importance of celebrating the history and heritage of the club. This led us to the brand idea, ‘Riding Renaissance’.

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Bringing the brand to life

Bringing the brand to life

The overall direction, and ultimately the final logo, was designed to convey a desirable aesthetic that recognised and celebrated the heritage of the club. We mixed contemporary styling with vintage references to create a visual language that was relevant for the present, but that was clearly inspired by the past. This was our nod to Avanti’s proud history.

From our research, we established that Avanti already had some recognition in the cycling community. We therefore took the decision to maintain the club colours, however we strengthened them, to give the brand more depth and substance.

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Kentish Killer

Kentish Killer

Research, brand strategy, visual and verbal identity, print collateral, apparel design, website design and development.

Strategy

Strategy

The best way for us to get an idea of the culture at the event was for us to take part ourselves. We spoke to lots of people, from volunteers and stewards to the organisers and the riders themselves, some of whom were riding for their ninth time and others for their first. A series of informal interviews on the day helped us to define what the sportive was all about.

Bringing the brand to life

Bringing the brand to life

Alongside the skull, we created an accompanying workmark. The angle at which it sits represents the seven major climbs along the route.

To support the skull and the workmark, we built a confrontational verbal and visual language. Visually, this manifested itself in a vibrant and energetic colour palette and bold typography. Verbally, we created a series of statements intended to challenge and provoke.

Both elements combined created a cohesive and coherent brand message, which was then translated across the toolkit. From a print advertising campaign to merchandise consisting of mugs, t-shirts and bags, the toolkit comprised of many parts and was communicated through many channels.

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