To help British Cycling better train the next generation of Olympic champions through an updated Rider Route programme
Get the riders on route to victory
British Cycling has trained some of Britain’s greatest ever Olympians: Wiggins, Hoy, Kenny, Trott. But every champion has to start somewhere.
British Cycling came to us to detangle their rider route; the years of training, nutrition, exercise and support that carries a young rider from being a newbie all the way to Olympic glory. We created a brand style, designed an easy-to-follow visual graphic for the route itself and then executed everything from rider manuals to print and video content. Our creative was used in the run up to Rio 2016, where British Cycling famously rode to a massive twelve medal haul.