Phil Anderson Cycling

project info

The brand identity refresh and clear intuitive navigation of the new digital platform has given Phil Anderson Cycling an easier workflow for bookings and transactions.

Phil Anderson Cycling

The challenge was to rebrand an established cycling tour company, operated by an Australian cycling icon. Phil Anderson OAM is one of my cycling heroes. He won gold in the 1978 Commonwealth Games, turned pro, and joined the intensely competitive professional European road circuit with a career spanning 16 years. Phil is well known for being the first Australian (and first non-European) to wear the prestigious yellow jersey in the Tour de France. I was approached to redesign the brand identity across print and digital media.
The clientele that are booking tours with Phil are varied in age group, they are cycling enthusiasts wanting to experience a cycling holiday with a former professional in a VIP setting.

The three key words that we used to base the brand identity on were captivate, entertain and motivate. Creating a consistent visual language across digital, print and apparel, paying particular attention to the digital platform where all business will be taking place.
The brand identity refresh and clear intuitive navigation of the new digital platform has given Phil Anderson Cycling an easier workflow for bookings and transactions.

— Concept
— Strategy
— Brand identity
— Design
— Collateral design
— Typography
— Comprehensive brand style guidelines
— UX design
— UI design
— Website