UCI
Redefining the visual identity of the world’s cycling authority for a new era of sport.
overview
The UCI, cycling’s global governing body, needed a refreshed identity that honoured its 115-year legacy while meeting the demands of a fast-evolving, international sport. The goal was to create a modern, cohesive system that could flex across events, disciplines, and cultures without losing its heritage.
Concept & Execution
We set out to modernise the brand without breaking its connection to the sport’s history, preserving the iconic rainbow stripes as a timeless symbol of unity and excellence.
Our approach centred on building a modular identity system, adaptable to everything from Olympic broadcasts to local race kits, ensuring a consistent yet customisable brand experience.
The visual language was redefined to reflect cycling’s global and gender-diverse community, a brand that feels both elite and accessible, timeless yet progressive.
OUTPUT
I led the full creative direction, defining the visual system from typography and colour to motion and layout — ensuring every application felt unmistakably UCI.
From medals and race kits to billboards and broadcast graphics, I oversaw the rollout and refined each detail to maintain cohesion while allowing local adaptation.
Conclusion
The result was only the second major rebrand in UCI’s history, a unified identity that elevated consistency and visibility across all global touchpoints.
The new modular system modernised UCI’s image, strengthened global engagement, and created a future-proof foundation for the next generation of the sport.
