Brand invention, web and launch: Remember Cycle Proficiency? Well, it’s back for the 21st century and it’s called Bikeability.

Together with Blue Rubicon, we worked with 500 children up and down the country to help us re-invent the Cycling Proficiency for Cycling England – they asked for exciting photography, a modern name, cool badges and a funky award pack for when they pass each level. Bikeability launched in Spring 2007 – open to anyone (not just kids), so get on your bikes and you too will get a badge.

www.bikeability.org.uk