Cycling UK, the charity which aims to create happier, healthier and greener lives through cycling, has appointed agency Elvis to help it to develop and roll out a refreshed brand.
The appointment, which follows a three-way competitive pitch will see the agency aim to reposition the 146-year-old organisation as a cause-led charity and engage new audiences.
Cycling UK has only had charitable status since 2012, following the merger of the Cyclists’ Touring Club with the CTC Charitable Trust and now wants to stand out in the highly competitive third sector.
The agency will develop a new brand strategy, tone of voice and look-and-feel for the charity, designed to give Cycling UK the flexibility to communicate the breadth of its work, including campaigning, policy and behaviour change programmes.
Elvis will also work with Cycling UK to activate the refreshed brand in order to engage with its key audiences, with a focus on everyday people who could be inspired to cycle more, as well as those with overlapping interests, such as individuals keen to tackle climate change or address physical and mental health challenges.
The win is closely aligned with Elvis’ B Corp status, as it enables the agency to partner with Cycling UK, a brand that is working to improve lives, places and the planet through cycling’s remarkable benefits.
Cycling UK director of external affairs Sarah McMonagle said: “We were thoroughly impressed by the Elvis team’s energy, creativity, and strategic vision for our brand, which stood out to our pitch panel across the board.
“As a certified B Corp, the agency’s commitment to impactful work aligns perfectly with our values. We look forward to a proactive and collaborative partnership that will push us to increase our impact in the right way.”
Elvis chief executive Tanya Whitehouse added: “We’re thrilled to have been appointed to develop a new brand for Cycling UK, as its mission is a natural fit with our values as a B Corp.
“Encouraging more people to cycle will not only improve individual health and wellbeing but will also contribute to safer roads and cleaner air. This is an exciting opportunity to craft a brand strategy that drives long-term value while supporting the greener, healthier, and happier future we all want.”
Related stories
Škoda drafts in Olympian to get women on their bikes
Škoda urges ‘Mamils’ to ride Tour de France in UK
Fat Lad At The Back debunks ‘doomed’ NY resolutions
Elvis crowned the king of the DMAs for Creme Egg Hunt
Be the first to comment on "All shook up: Elvis wins brief to refresh Cycling UK brand"