Whenever Londoners vote for a new mayor, London Cycling Campaign makes sure that the issue of sustainable transport in the city, especially cycling, is kept firmly in the minds of the candidates. (Especially important when the Conservatives are weaponising the issue of Low Traffic Neighbourhoods with grossly misleading attack ads.)

For the 2024 Mayor of London and London Assembly Elections, LCC asked me to put together an identity for their London Loves Cycling campaign – documenting ‘the unstoppable rise of cycling in London, told through the voices of the Londoners who love it’.

The campaign needed to break out of the existing supporter base, and be broad enough to reach everyone who cycles or wants to cycle in London, with a particular focus on under 30s. The brief was for something ‘bright, brash, positive, pacey, urban, progressive, and full of joy’.

I designed a bright and bold typographic identity, in colour and mono versions, which was rolled out onto the LCC website, films, event backdrops, T-Shirts, social media, as well as die-cut flyers, stickers and boards. The fantastic main campaign film, directed by Andrew Green, features an animated version of the logo.

At the end of the year, I designed additional materials for an associated fundraising appeal, with the slogan: “Dream Bigger, Be Bolder, Bring Everyone”.

“Thank you and great job! The London Loves Cycling flyers and stickers are the easiest thing I’ve had to give out to people in two years working at LCC. Multiple people have told me they love the colours. I have had little kids coming after me hunting for a sticker. It’s so bright and cheerful, and people just take them out of my hands. Really great job on the design.”
Melanie Etherton, London Cycling Campaign