British Cycling needed a transformative brand identity for the UCI Track Cycling World Championships that was as pulse racing as the event itself. With the competition looming, we felt the need – the need for speed. So we moved fast, making human connections to gather insights that informed our creative.
We knew we needed to bring the Championships to life in the campaign – to evoke the sense of physically being there, to conjure that heady rush of adrenaline all spectators feel in the velodrome. So through powerful headlines and dynamic photography we did just that to huge success.