Chorley Cycling Club
Since being re-established in 2011, Chorley Cycling Club's branding and jersey had remained the same and was becoming ever more unpopular with members.
Brief
Develop a fresh brand identity for CCC, to re-engage members and make them proud to be part of the club once again. Further to this, design a new club kit that would inspire members to represent the club when out on rides. Reskin the club website to fall in line with the new look.
Solution
Chorley cycling club has a rich history dating back to the 1880s. After a period in the wilderness after the 1960s, it was reformed in 2011 with the olympic cycling boom. Over 10 years later, the initial branding and kit designed in 2011 was looking incredibly saturated, with a distasteful mixture of fonts, logos and colours. The task was to simplify the identity with a modern refresh, fit for 2023, whilst retaining that which the club had become known for.
The club's colour scheme was consolidated to black, white and a punchy, bright green. On the previous jersey design, the green colour was a topic of much unpopularity, as over time, it had become an extremely yellow and fluro hue. Despite being somewhat helpful from a visibility perspective, it was deemed the main issue for members. However, so as not to lose the club's established colour scheme completely, the green colour was retained, but a new hue chosen.
The jersey design was completely stripped of all unnecessary colours, logos and mis-used fonts, and simplified down to the new club logo, supported charity logo (Derian House Children's Hospice), manufacturers logo and CCC initials on the sleeves.
For use on socials, online and in presentations, a simple duotone style was applied to imagery, to then allow bold white typography to sit proudly on top. This creates an impactful, modern and aspirational feel.
The rebrand has reinvigorated pride between club members and is encouraging new prospective members to join. The revamped kit is due to launch in Jan 2024 and will be seen on roads across the North West of England and beyond!
