It's Not A Race*

Working alongside Branding Sport, nmcDesign helped Cycling Ireland deliver a simple but powerful message: cycling isn’t about winning — it’s about enjoyment, connection and wellbeing.

The It’s Not A Race campaign was designed to remove the pressure of performance and open cycling up to a wider audience. At its core sat a bold, text-led identity built around the statement IT’S NOT A RACE, followed by an asterisk. This allowed the message to flex, with ambassadors adding their own personal lines — from social rides with friends to pushing physical limits — reinforcing that there’s no single way to belong in cycling.

Bright, energetic colours and approachable typography gave the campaign a friendly, inclusive tone, helping reposition cycling as accessible, social and human. The result is a visual system that reframes participation and supports Cycling Ireland’s ambition to make the sport welcoming to all.