VELON

POSITIONING • NAMING • VISUAL IDENTITY • SONIC BRANDING • MARKETING APPLICATIONS • DATA VISUALISATION • BROADCAST GRAPHICS

VELON WAS FORMED BY 11 PROFESSIONAL CYCLING TEAMS TO CREATE NEW WAYS TO ENGAGE FANS AND CREATE NEW REVENUE STREAMS FOR THE TEAM.

BACKGROUND

Velon emerged as a collective of 11 cycling teams, aiming to boost their influence and financial stability in a sport dominated by major race organisers. The group sought to create new income sources, reducing their reliance on sponsorship alone.

SOLUTION

Our initial task was to craft a brand for this bold venture, aligning the diverse interests of 11 pro cycling teams. After agreeing on the name and tagline ("make cycling better"), we developed a comprehensive brand identity system, which included how each team could use the brand.

Following the launch, we continually explored innovative ways to expand the business by engaging fans, media, and the wider industry.

Our work spanned a broad range of marketing materials, including launch videos, on-screen graphics, race-specific branding, B2B support, fan engagement initiatives, event activities, and sonic branding.

Throughout this process, we aimed to create a cohesive brand that resonated with all stakeholders in the cycling world.

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