Creating the identity for a brand new Charity Cycling Event: Chainge

We worked with The Fundraising Agency as their creative partner in the branding and launch of a brand new charity indoor cycling event at the London Olympic Velodrome to raise much needed funds for work that the British Asian Trust are doing to improve the lives of some of the world’s poorest families in Asia. We created the entire identity for the event, based on a bespoke set of patterns we developed as a visual fusion of cycling imagery and traditional Indian patterns.

We built the website for the event, which gave participants the ability to add their own fundraising pages, and included the functionality for the teams to bring their total fundraising totals onto the site, where there was a leaderboard of top fundraisers. This gave the event a real competitive edge right from the start, with teams competing to be the top fundraisers even before the day of the event.

Other elements we created included billboards and posters, cycling jersey designs for winners of various challenges throughout the day, and a large range of branded items such as coffee cups, water bottles, t-shirts.

The event at the London Olympic Velodrome was a huge success with over 20 teams attending, and raised a huge amount for the British Asian Trust.


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