The Challenge: A Northern Beaches cycling group needed a name and brand for their burgeoning club. Aged between 40 and 55, the cyclists met locally each morning for their daily spin. They were a social bunch, not too serious about their sport, just a group of middle-aged men (and women!) in lycra, staying fit and having fun. The name and branding needed to reflect these values.

The Solution: I set out to create a name that would reflect the tone of the group, who didn’t take themselves too seriously. I took inspiration from their daily meeting point at South Creek Road, to come up with a new name for the club – Creeky Wheels! To bring the new, tongue-in-cheek name to life, I created a fun visual identity to sit across the club kit and merch.