At The Completely Group, we eagerly followed the riders on the six-day Legal & General Cycle to MIPIM ride last month, organised by Club Peloton. Not just because we’re avid cyclists: we’ve also been admiring some of our design work.
Club Peloton is the new name for the 10-year-old fundraising charity which specialises in creating business networks through cycling and it came to us when a reimagining of its brand and of its rides was required. Cycle to MIPIM, Cycle to MAPIC and PedElle are well-established events in the property sector calendar, each of them already achieving high levels of recognition and tremendous support. So it was a challenging brief with nowhere
The dynamic and distinctive nature of each of the events inspired us to develop a simple and impactful design that reflects this. We proposed a comprehensive rebrand with a predominantly black, dynamic logomark coupled with a vibrant primary and secondary colour palette that complements the endorsing brand structure, with each event having its own colour identifier and an event-relevant logo. The Club Peloton branding is then
included as common to all logo executions.
Our client agreed and we began work on the brand guidelines, setting out our vision for the brand structure and how it applies across all the events and the associated range of deliverables from flags to bus wraps and medals and, most notably,the jerseys. This is most obviously shown through the use of coloured bands where we have followed the structure of Club Peloton strips, event colour and team colour.
The resulting brand identity is a balance of hierarchies with the ride sponsor requiring ‘bang for buck’ without it diminishing the identities of either Club Peloton or the individual rides. As always, the proof of the pudding is in the eating. Judging from the images of the MIPIM ride, we think it looks extremely tasty.
Club Peloton supports a number of charities with Coram being the main beneficiary. It receives two-thirds of grants from fundraising activities and has been transforming children’s lives for 275 years. It gives them a better chance and a brighter, happier future by finding adoptive families who can provide the love, care and security they desperately need.