Cornwall Cycle Hub CIC
Identity creation to realise their dreams
Brand purpose & strategy
Brand visual identity
Pitch deck design
Inspired by the Tour of Britain’s visit to Cornwall, a group of volunteers across Cornwall came together with a shared passion to improve cycling facilities in Cornwall. The idea to develop an inspirational, industry-leading Cycle Hub which would be the first of its kind in the Country, was born.
And there’s a real need. In Cornwall, both childhood and adult obesity are above the national average. 55% of children and young people are not active enough for good health, and only 12% of the population utilise outdoor space for exercise or health reasons.
The group’s ambition to benefit the community is recognised in their Community Interest Company status and has gathered support from Sport England, Cornwall Council, Cornwall BMX and British Cycling.
Our challenge?
To develop an identity for the Cycle Hub that carries the organisation’s values and imbues local councilors and prospective investors with confidence to support the project.
"This is what we have been crying out for in Cornwall, to be able to refer to, engage with and support the promotion of all aspects of health."
— Dr Rob White (GP)
Chair of Diabetic Oversight Group NHS Cornwall and Isles of Scilly
Integrated Care Board Managing DirectorOur strategic framework
We applied constructive and critical thinking to establish why the Cycle Hub exists and what the Cycle Hub must ‘be’ and ‘do’.
This lead us to a clear mission and brand purpose:
Improve peoples lives through cycling.
To serve as the compass that guides their actions, behaviours and decision making, we crystallised their values:
Excellence: Excellence in quality of experience from food & drink to elite-level competition and the Olympic pathway.
Accessibility and Positivity: Provide a positive experience that is accessible to all.
Transformation and Empowerment: Empowering people. Transforming lives.
Sustainability: Driving a happier and healthier people and environment in the long term.
We cannot have enough of this type of enterprise in promoting healthy living and weight management to reverse the tide of type 2 diabetes and to support mental and physical health and wellbeing.
— Dr Rob White (GP) Chair of Diabetic Oversight Group NHS Cornwall and Isles of Scilly Integrated Care Board Managing DirectorThe project will encompass many different cycling disciplines, including mountain biking, road cycling, BMX, cyclocross and others, meaning that there should be opportunities for everyone.
But it would be too easy to fall into the gender stereotypes that often represent these sports and activities, as they are often male-dominated. A key element that had to shine through in the design was true inclusivity, so that anyone can feel a sense of opportunity for them to be part of it.
The Cycle Hub promises to be a holistic facility that will provide a variety of ways for residents of all ages, ability or income to be able to engage in physical activity, in particular cycling; but also activities that promote mental health and wellbeing such as through volunteering and training opportunities.
Our exploration of style took us far and wide.
We considered many sources of both inspiration and important reference, such as comparator initiatives
like The Wave in Bristol which is an exemplar in its’ class. Something that the Cornwall Cycle Hub aspires
to achieve.
We wanted to represent the inclusivity and values and give a feeling of ‘togetherness’ across the spectrum
of cycling, from beginner to athlete. We took our inspiration from the many circular interlinking forms and curves in a cycling context, not just on the bike (the wheels and tyres, the chain, gear cogs, brakes) but also echoed within bike circuits and trails.
