The Cyclists' Alliance

The problem

Women's professional cycling is very under-represented with many professionals having to take second jobs to support their meagre salaries. They lack legal representation and a network of advice. For women's professional cycling to move forward, ex-professionals Iris Slappendel and Carmen Small along with Mitchelton-Scott rider Gracie Elvin decided to create a union for women in professional cycling. But, they needed help from a wide range of experts in doing so.

The solution

Our aim was to create an identity that reflected women's professional cycling but didn't have any of the usual gender stereotypes

A new union, The Cyclists' Alliance was created and now represents women professional cyclists; working for women with their teams, race organisers and the UCI. The union has already helped women with legal issues, contracts negotiation, maternity rights and gender issues.

Our aim was to create an identity that reflected women's professional cycling but didn't have any of the usual gender stereotypes; if the union is successful it will attract all professional cyclists. It needed to be a strong, easy to identify organisation, appealing to a global audience. It had to feel relevant to young women just coming in to professional cycling as well as team owners and the conservative governing body, the UCI.

Our involvement

We worked closely with the team and were responsible for creating with the name of the union: The Cyclists' Alliance. We developed the corporate identity including a manual on how to best promote the union through its identity.

We created a website to inform people of the union and allow them to join, and developed and social media strategy to help attract people to the new union and the work it is doing.

We created a range of logos for different uses, social media images, and a website with a CMS. We help The Cyclists' Alliance keep their content up-to-date and looking good.

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