Velo Club De Morgannwg
Brand & kit design

VCDM’s members cover a wide age range. In an effort to create a shared identity and greater unity across the club, I designed a simplistic, classic-looking brand and matching kit that appealed to both the older and younger generations of cyclists in the group. It was based on the flag of Glamorgan, which has three bold parallel zig zags; the flag lends itself to the striking graphic treatment that I gave to the kit. Once the team received their new kit, I accompanied them on one of their cycling trips in Mallorca to document their journey and the new brand in action.