How do you create an identity for a cycling club in an unlikely environment?
​Obsess over the details its riders live for and turn them into badges of pride
Street-Level Identity
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The New York clubhouse project focused on giving a distinct identity to a cycling club rooted in an unlikely urban environment.
Rather than borrowing from traditional cycling tropes, the work drew directly from the city itself — particularly the layers of street stickers found on lamp posts and fire hydrants around the clubhouse.
These overlooked details became a visual language that reflected the character of the neighbourhood and the unique experience of riding in New York.
Beneath the surface
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At first glance, many of the details appear abstract. On closer inspection, they reveal a series of references to the city itself.
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The jersey pattern is a distorted map of downtown New York, while the graphic icons draw from overlooked elements of urban infrastructure; drain covers, crosswalk markings, that hide beneath riders' wheels daily.
A secret story label inside the back pocket completes the puzzle, featuring an illustration of the clubhouse storefront, anchoring the design to a specific place and moment.
