Solstice Series

Strategy, Visual Identity

The Solstice Series is a sequence of cycling events, of which there are 5 trials. A journey of self-discovery, riders traverse stunning landscapes under sun, moon and starlight — celebrating the celestial calendar. As a new event series on the scene, I helped them hit the ground spinning with a bold identity which resulted in a 169% uptick in entries for their inaugural race.

CHALLENGE
With an existing logo, a small audience, and ambitions that had outgrown both, Liam wanted to relaunch the series and build an identity as bold as the skies his riders race under.

SOLUTION
A cohesive visual language rooted in symbology, ancient mathematics and modern geometry — distinct enough to stand apart in the cycling space and compelling enough to drive a 169% increase in race entries.

CHALLENGE
With an existing logo, a small audience, and ambitions that had outgrown both, Liam wanted to relaunch the series and build an identity as bold as the skies his riders race under.

Photography Michael Drummond
Illustration & Cap Design Nicky Shaw

2024

Studio Brewer were invested right from the get go. Throughout the project, Jake worked closely with me to understand my requirements and then channel my (at times chaotic) vision which perfectly captured the uniqueness of each Ultra-distance event in my series. Highly recommended.

Liam O'Keeffe
Director & Founder

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