Frost* collaborated with the City of Sydney to create a graphic poster campaign featuring a bicycle-themed, hand-drawn font, to encourage bike riders to ride safely when using the City’s roads and new network of cycleways.

Aimed at informing, educating and motivating bike riders to be aware of their riding behaviour on the shared paths and roads, the City of Sydney briefed Frost* to set a new international standard for creative work designed to affect behavioural change.

The agency worked closely with the City of Sydney to develop a whimsical but arresting campaign that would cut through, generate conversation and create a desire to stop at red lights, slow down and take care on paths shared with pedestrians, and to use the bell when passing.

The creative team utilised the specialist skills of Frost* Design Director, Benjamin Hennessy, to develop a bespoke, hand-draw type, which was then 3D rendered for an impactful realisation in print. Frost* tapped into the love of detail and appreciation of the hand-made common amongst contemporary bicycle enthusiasts, and crafted a font made of bike parts such as frames, handle bars, chains, seats, bells and brakes.