Solstice Series

Pedalling through time and terrain

Studio Brewer

for

Wrong Way Ltd.

Studio Brewer

for

Wrong Way Ltd.

Strategy, Visual Identity

2024

Solstice Series

Pedalling through time and terrain

Studio Brewer

for

Wrong Way Ltd.

Strategy, Visual Identity

2024

The Solstice Series is a sequence of five cycling events — a journey of self-discovery where riders traverse stunning landscapes under sun, moon and starlight, celebrating the celestial calendar. As a new event on the scene, I developed the bold identity from the ground up.

Project Details

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

OUTCOME
A 169% increase in race entries for the inaugural Solstice Sprint. Liam adopted the brand quickly, getting all promotional banners and event flags in place fast, and other races in the series gained traction shortly after.

CREDITS

Photography: Michael Drummond
Illustration & Cap Design: Nicky Shaw
Creative Direction: Jake Brewer
Design: Jake Brewer
Fonts: Area by Matthieu Salvaggio/Blaze Type

↑ Early development process

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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