It's Not A Race*

Cycling Ireland: It's Not A Race Campaign

We teamed up with Branding Sport to help Cycling Ireland share a simple but powerful message: cycling is for everyone, and the joy is in the ride, not just winning. The 'It's Not A Race' campaign aimed to encourage more people to cycle, highlighting the fun, social side, and health benefits – taking the pressure off 'performance'.

For this campaign, we focused on a visual identity that instantly conveyed this relaxed, welcoming idea. At its heart is the bold, text-based ‘logo’: 'IT'S NOT A RACE'. Cleverly, an asterisk followed, with each Cycling Ireland ambassador getting a personalised tag like 'It's about friends and keeping fit' or 'It's going round and round at 60km/h'. This added a relatable touch to the core message. Alongside this, we used bright, energetic colours like blues, greens, and yellows, and friendly, modern typography for an accessible, upbeat feel.

Working with Branding Sport, who brought their sports marketing expertise, we helped deliver a campaign that visually reframes cycling. 'It's Not A Race' aims to open up cycling to everyone, and we're proud to have played a part in visually bringing that message to life, with a ‘logo’ that’s both impactful and personal.