British Cycling

With power comes glory

Creating a powerful brand and a fitting backdrop for the world’s best cyclists. And 2m global viewers.

British Cycling teamed up with SHARP to brand the biggest ever UCI Track World Cycling Championships – and it needed to be as pulse racing as the action itself.

In record time, SHARP’s dynamic photography and powerfully emotive headlines were race ready to help the event sell out (a record 52,000+ tickets) and create a huge buzz each day at the venue.

Lee Valley Velodrome was resplendent in our rainbow stripes (the mark of a world champion) to lift the mood of spectators and the performance of 319 cyclists from 42 countries. 19 world titles were earned. The crowd went wild. And the world watched on while this fantastic five-day event made quite an impression. 430m impressions on Twitter, to be precise.


As a branding agency, we have a passion for cycling. And we think it shows…

Our branding designs took centre stage

Creating brand identity merchandise and apparel

Creative that builds brand engagement sits at the heart of our creative agency


The difference we made


Twitter Impressions


A record sell-out crowd


Attracted a strong global audience