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.

STRATEGY
Most cycling events are sold on effort: distance, elevation, personal bests. Solstice Series needed to be about something bigger: the seasons turning, the light changing, the same celestial rhythm the earth has kept for millennia, with the bike as the vehicle for experiencing it. That reframe gave us the core brand idea, "Pedal through time and terrain" — a line that works literally and symbolically, enticing riders to the mystery of the journey.

IDENTITY
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.