Brand Strategy & Marketing
Bikeability
Cycling England required creative solutions to deliver a new brand name, identity, website and fulfilment material for the old Cycling Proficiency test. Before embarking on the creative process, we worked with Cycling England on the overall brand strategy.
What was the personality of this brand? How could the nostalgic nature of Cycling Proficiency be maintained to appeal to parents? How could we motivate and inspire children of today to get back on their bikes and to do this more safely and more often?
Research with over 500 children across the UK was undertaken. We worked with local cycling clubs to generate technical and aspirational imagery. The basics were then in place to develop the strategy to identity creation. Creating and developing a website as an awareness, information and online marketing tool was fundamental to the launch success.
The new brand Bikeability launched in April 2007 and our work with Cycling England to further build this brand continues.
