When SomeOne took on the UCI rebrand, I led the creative charge to bring fresh energy to the world’s cycling authority. The challenge was clear: modernise a century-old institution while keeping its heritage intact. The rainbow stripes, the ultimate symbol of cycling champions, couldn’t be lost, but everything else was up for rethinking. My role was to design a system that could flex across every corner of the sport: from grassroots gran fondos to the pinnacle of the World Championships. That meant turning strategy into a clear visual kit, typography, colours, and layouts, that worked just as well on a medal as it did on a broadcast backdrop. It also meant balancing tradition with adaptability, so the identity could evolve as cycling itself expanded into new formats and audiences. I didn’t just set the vision; I kept a hand in the details. Whether it was shaping jersey applications or refining car liveries, I made sure the work stayed cohesive, practical, and culturally relevant. The result was a design language that felt both proudly UCI and globally inclusive.