IDENTITY AFRICYCLE TOUR BRAND
AfriCycleTour
Beginning with the client 180º the concept of offering an unforgettable and unique road cycling experience to both local and international audiences in South Africa, an event, initially known as ‘The Tour’, was initiated. Yet to truly stand apart as an inimitable event, certain crucial elements had to work in synergy with each other to project the required personality of the event and to create the correct perception thereof.
First and foremost was the location. This had to be inviting and invigorating while at the same time, totally representative of Africa’s unique landscape and kaleidoscopic culture base.
Secondly, the event had to perfectly combine the elements of cycling, community development, road safety, nature conservation and as importantly, the area’s tourism.
Thirdly, the event had to cater to riders of all skill levels, both the fun and competitively-minded, yet with a bias towards the LSM 9+ market: One which has an outdoor-focused lifestyle; is trend and quality conscious and has discerning and sophisticated buying patterns.
With the ideal infrastructures in place, and boasting a rustic and natural beauty, the area of Mpumalanga fitted these criteria perfectly.
The next phase was creating a graphic brand personality that could effectively project the brand promise quickly and efficiently position the event as the most exciting and unique road cycling stage race in Africa, and one which is accessible to the entire market, and which will enhance the appeal of the sport and showcase the area.
After much deliberation and research into market-appealing brand names, as well as competitive analyses of visual devices, logograms and supporting slogans,
“AfriCycle Tour” was born, supported by three empowering descriptors, “Connect, Compete, Conserve”.
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The AfriCycle Tour Brand.
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