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BRITISH CYCLING

Challenge

British Cycling wanted to drive more engagement and interaction with their new online cycling platform ‘Social Cycling Groups’ through the creation of a brand new digital brand identity.

Insight

Our strategic planning and insight department Fanatic began by conducting comprehensive research into the existing and potential SCG fan base in order to identify the true target audience, what they wanted and how to engage them. Particular focus was on ‘social cycling’ behaviours and online activity, using a combination of focus groups, online surveys, in-depth interviews and strategy clinics to fulfil the following areas: fan bade audit, fan segmentation, fan ritual analysis, fan base strategy and positioning and recommendations toolkit.

We identified a new fan segment vital to the product – influencers who would encourage others and drive the success of the product for British Cycling.

Connect

Based on the key behavioural insights from this extensive research, our experienced design team created a detailed branding proposal, including new brand name ‘Ride Social’, logo, colour ways and imagery guidelines. This was delivered alongside a full strategy toolkit including recommendations for engaging the newly identified core fan segment and, through them, the wider social cycling community.

Results

The new brand ‘Ride Social’ was very well received by the team at British Cycling and, since the launch of the new digital brand identity, the platform has seen a staggering 100%+ uplift in membership. In the future, Ear to the Ground will continue to work with British Cycling to monitor and evaluate the impact, sentiment and success of the new brand and have also provided guidance on how the new identity should be activated.

Since the launch of the new digital brand identity, the platform has seen a staggering 100%+ uplift in membership.

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