Cycling Canada Rebrand — Brendan Sack

Cycling Canada is the national governing body of cycle racing in Canada. Although it has a long history going back to 1882, not many people were aware of the organization nor did it have a strong brand identity. Adding to the challenge was the simple fact that Canadians didn’t know the full depth of cycling disciplines. After the 2015 Pan Am Games in Toronto and some big wins at the highest professional levels, it was time to change all that. We rebranded Cycling Canada and launched a full 360 campaign that served as a rallying cry to get more people into the sport.

Role: Strategy, Branding, Creative Direction, Copywriting