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
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
At first glance, many of the details appear abstract. On closer inspection, they reveal a series of references to the city itself.
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.
