Stuart O’Grady is one of Australian cycling’s brightest stars. We developed an identity for his new business, Stuart O’Grady Cycling, that builds on his career and is a platform for engagement with fans and new customers.
We took inspiration from Stuart’s tailored services to represent the nature of the business itself: premium, individual, bespoke and hand-crafted. We hand-crafted the logotype with reference to past and present cycling logos and created a bespoke typeface that underpins the brand mark.
The logo and resulting brand system have effectively positioned his new business in the Australian market as a premium cycling experience company.