Cycling is not only part of the green economy and a popular physical activity in Australia but also a big tourism drawcard. Regional Development Victoria recognised the opportunity to build destination cycling assets in the Western Victoria region and launched the brand 'Cycle West’.
Strategy was tasked with bringing the Cycle West brand to life and putting Western Victoria on the 'must-do’ biking destination map. Our challenge was to create a brand platform that Western Victoria's local tourism authorities could leverage on their own channels to attract cyclists to their region. We saw an opportunity to craft a solution that not only enhanced a regional experience but also provided a step-by-step guide on how to take this new brand to market.
A refined brand identity that communicated a sense of adventure and movement was created, with an accompanying colour palette that reflected the region’s diverse landscape. Flagship cycle trails were mapped and integrated with a Cycle West-branded Strava account. Visual content, by way of on-site photography and drone footage, captured local cyclists riding in the region’s remarkable natural environments. All the creative elements were included in a branded 'Go to Market’ guide. The outcome was a thoughtful and emotive brand experience that will connect with adventurous and passionate cyclists.