I was commissioned by Transport for London to design, illustrate, and animate the logo, along with a suite of 8 stickers and accompanying embelleshiments  for the Cycle Sundays campaign.

I was briefed to create a visual identity that brings a sense of adventure and community to the campaign, inspired by London’s cycling culture. The campaign logo and sticker set were created to work both independently and as a cohesive system, using TfL’s official colour palette and incorporating the iconic roundel.
 

The campaign also featured photography by Nico Froehlich and was rolled out across D/OOH, social, radio, targeted digital audio, and TfL’s own social media channels. Animated and still posters could be found along cycle routes, tube stations, bus stops and on London Underground escalators. It launched alongside the RideLondon FreeCycle event, with the illustrations appearing across sites including Trafalgar Square.
 

Due to the success of the campaign, the licence was extended for use across both 2024 and 2025.

The campaign also won Silver in the DMA  Awards, in the For Good - Sustainability category. This award champions B2B or B2C marketing activities or initiatives that are working to raise awareness of sustainability and/or drive a change in behaviour in favour of people and the planet.

You can find more information about Cycle Sundays here.