British Cycling needed help with their participation programme - getting the public to take up cycling as a social or sporting activity. From city races to casual friendly meetups, there’s something for everyone in the world of cycling - but not everyone knows.

I led creative and brand workshops to help British Cycling figure out their key messages and position. With the right territory agreed, I developed a wide-ranging set of ideas to spark off new marketing activities - everything from campaigns to content - which remain under wraps for now, but were well-received by the client.