CHALLENGE
The main aim was to amplifying excitement, improve practicality across assets and touch-points, all serving to increase recognition and prepare for partnerships with other events in the year.

SOLUTION
The bold, custom logotype and mark, accompanied by functional, hard-working typefaces capture the essence of courage, adventure and heart. Warm, sun-kissed colour tones with subtle grain textures which you could almost dust off the brand, coupled with slight diagonal graphic devices lend itself to a forward motion: always seeking, always pedalling forward.