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 increases connection with fans and 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 Stuart’s 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. The identity has was finalist in the 2015 Australian Graphic Design Awards and the 2015 Desktop Create Awards in both categories of branding and typography.