2022 UCI Road World Championships

The ride of your life

Brand positioning & strategy
Brand identity
Visual strategy & implementation
Event time dressing and delivery
Wayfinding
Artwork creation, management & delivery

Partnering with Wollongong 2022, Wollongong City Council and World cycling's governing body, the UCI, WiteKite successfully brought the world’s 5th largest annual sporting event down under for the Ride of Your Life.

For 2022, the UCI made a bold decision to leave Europe and bring their pinnacle event to the Southern Hemisphere. This project required research, strategy and positioning to deliver a full brand system that covered brand guidelines, uniforms, course and street dressing, outdoor, commercial and non-commercial extensions, print & digital collateral from early preparations to event time roll out and final ceremony.

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Positive energy, in all its forms, fuelled and elevated the delivery. We caused a dramatic perception shift, repositioning Wollongong locally, domestically and internationally.

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Sport. Event. Place.

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