British Cycling

Own the ride

A UK-wide campaign – supported by British Cycling and Sport England – to create a lasting legacy from the UCI Road World Championships by reaching people of all ages through its communities, to inspire the next generation of cyclists.

How I Made It Happen

With #OwnTheRide, I created an idea to inspire the nation to get out riding. I concepted the campaign and brand identity to evoke inclusivity for all abilities and ages, that was loaded with bags of energy but felt accessible and fun, and with a friendly, motivational tone. 

After concepting the campaign and identity, I created a brand toolkit for everyone to access and use – from councils, to schools, gyms and sport academies.


  • Concepted the campaign
  • Art directed photo shoot
  • Created and designed every aspect of the brand identity
  • Website/digital brand toolkit for schools, councils and organisations
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