British Cycling – Ride Social

We won a three-way pitch to rebrand and reposition a year old initiative by British Cycling called ‘Social Cycling Groups’ that had attracted an impressive sign-up on launch but figures had stalled.

We undertook an intensive round of focus groups to understand how the product could be improved from the visual elements to the website functionality. These groups were also facilitated by the sponsor SKY who fed existing data for us to understand the positioning, offer and overall brand structure.

The result was ‘RideSocial’ a brand to empower social cycling, connecting people together across the country and encouraging community, wellbeing and fitness.

The launch was backed by British Cycling stars Sir Christopher Hoy, Bradley Wiggins and key influences in the biking world.