Phil Anderson Cycling

project info

THE BRAND IDENTITY REFRESH AND CLEAR AND INTUITIVE NAVIGATION OF THE NEW DIGITAL PLATFORM HAS GIVEN PHIL ANDERSON CYCLING AN EASIER WORKFLOW FOR BOOKINGS AND TRANSACTIONS

Phil Anderson Cycling

Challenge
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 market that are booking tours with Phil is varied in age group, they are cycling enthusiasts wanting to experience a cycling holiday with a former professional in a VIP setting.

Solution
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 and intuitive navigation of the new digital platform has given Phil Anderson Cycling an easier workflow for bookings and transactions. An increase of 50% website traffic has been achieved compared to the previous year, through digital marketing strategies.

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