Solstice Series

Pedalling through time and terrain

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, we helped them hit the ground spinning.

SERVICES

Brand Identity

CREDITS

Photography Michael Drummond
Illustration & Cap Design Nicky Shaw

Define

The Solstice Sprint was the first born of the series, which began as a training ride before becoming a full race in 2023. Inspired by its success, Liam O’Keeffe envisioned a series of celestial-aligned events, from which we defined the modern rituals that honour time, tradition, and the rhythms of the natural world: Pedalling Through Time and Terrain.

Define

APPROACH

We created an aspirational narrative that weaved through each event’s identity, building excitement for entrants through symbology, adventure, and wonder. Positioning the series as a quest to uncover forgotten truths of the universe.

Instagram post examples for Solstice Series

DETAIL

Utilising high contrast of black and white, we balanced crafted, pagan details and hints of ancient mathematics with modern aesthetics rooted in clean geometry.

Impact

The initial Solstice Sprint saw a 169% uptick in entrants, with other races in the series gaining traction fast, keeping Liam very busy. His dedication, logistics and quality route planning paired with a clear brand has set the stage for growth and the wheels don't seem to be slowing any time soon.

Solstice Series brevet/trials stamp card

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

Thanks

Thanks to Liam for the ride (literally) – a true passion project! And massive kudos to the talented Nicky Shaw in taking the brand further into both designing and illustrating caps, event posters and brevet cards. We'd also say that you should see her ride, but she's too fast 👀