London Dynamo are one of the largest cycling clubs in the UK with around 500 members. They have a huge presence in South West London and are very well known in the cycling community. So creating a new kit for such a large club and pleasing so many members was a tricky task. The brief was to create a kit that was recognisable, classic and modern, but most of all, a kit to be proud of. The repeat pattern creates a fade using the London Dynamo ‘sash’, this ownable feature is used as a visual style on various kit items. The London Dynamo logo was tweaked, and simplified. A social media campaign including a promotional video was produced to boost sales of the new club kit and the first club ride after the launch, over half of members were sporting their new kit!