Since their solid beginning, they've rapidly evolved into one of the biggest and favourited endurance bike races in the UK. Along the way, the singular race developed into a series, with additional events added to their arsenal, including organised, informal weekends away ("Gatherings") focused on banter, riding and pub sampling. Their ethos and following remains unmatched: adventures by bike, for all types of riders.

To clarify all of this whilst retaining their simple core message, a regrouping was required, and a constant visual evolution as well as eir brand and communications over the years kept this message on-track. Concise messaging, a bold boost to their visual identity and a restructure of their online presence and bringing all their information, spectacular imagery, films and ethos together.

[brand fragmented/spread out/website not optimal/specificity of races and categories/clarifying/simplifying/key assets]