Someone very helpful said to me recently that a brand is your jacket and I agreed. In this case it was a cycling jersey…
The London Dynamo cycling club had decided to update their kit design, so being both a committee member and a brand consultant, I was naturally put forward to look at various solutions. This presented a unique opportunity to be both designer and client…
However to design a kit that was unmistakably on brand, classic, yet modern, and to satisfy 500+ members… a reversible approach was required. Club members were actively involved in the design process and invited to vote on the final designs. This approach proved to be a successful strategy as the wining solution pulled in a large majority of the votes.
What I enjoy most about design and working on building a brand is that ideas can come from anywhere and anyone who gets involved in the process. I like to use my extensive experience to notice / recognise / find / and draw out these ideas and then look at what is and what’s not likely to work, and this is how I keep the process more about you than about the way I like to design.
Emotion is the backbone of designs, it’s the fabric that holds everything together and I invest just as much into the process personally as my clients. Your brand is about you, your service or your product and this journey involved me too. Like a peloton, we were all along for the ride.
The collaborative effort of both designer and client, is to create something that stands out amongst its competitors, a cycling kit design has to do exactly this in a peloton of racers – you’d struggle to get a better visual metaphor.
Bottom line, we wanted a kit to be be proud of and most club members are now wearing it with pride – which, I have to say, as a designer, is one of the proudest feelings I’ve ever had. We now have a modern kit that leaves enough room to evolve as the club moves into the future.
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