Stuart O’Grady is one of Australia’s most famous professional cyclists. We created a promotional poster focusing on his most famous win at Paris-Roubaix in 2007 for his Stuart O'Grady Cycling brand.
The race is known as the Hell of the North taking in the roughest roads on the cycling world tour. Avoiding the cliche sporting poster, we focused on his famous quote, said immediately after winning the race. Using only typography to visualise the speed and roughness of the race itself.
Printed on premium paper the poster reflects the premium and bespoke nature of the brand.