UNION CYCLISTE INTERNATIONALE
OVERVIEW
Union Cycliste Internationale (UCI), the world cycling governing body, tasked someone to lead a full identity refresh. The challenge was clear: modernise a 115-year-old institution with a flexible system that could adapt across sporting disciplines, events, and global audiences, without losing the equity built over more than a century.
STRATEGY
The strategy had to balance tradition with adaptability, preserving heritage elements like the iconic rainbow stripes while completely rethinking the broader visual language. The goal was a modular identity that could evolve alongside the sport, supporting growth, inclusivity, and global engagement without feeling like a compromise.
OUTPUT
I oversaw the identity creation, guidelining, and rollout across all seven cycling disciplines, each with its own unique identity, but unified under a cohesive system. I designed the medals, world champion jerseys, competition hoardings, gantries, broadcast graphics, annual reports, cycling initiatives, World Cycling Centre signage, and marketing collateral. It was an enormous project: updating the governing body’s visual output. I led the creative direction and built a visual system with comprehensive guidelines, ensuring cohesion across every application while allowing the flexibility needed for different formats, audiences, and contexts.
IMPACT
The new identity, only the second refresh in UCI’s history, launched successfully across all disciplines and competitions. It modernised the brand, future-proofing the organisation, supporting global participation and moved towards greater gender equity in the sport. The modular system continues to evolve with cycling, proving its adaptability and lasting cultural relevance.
