Cadence 100
- Visual Identity +
- Print Design +
- Signage +
- Social Media Assets +
- Digital Campaign +
- Merchandise Design
About Cadence
Cadence bring together great coffee, great food, great people & the great outdoors at their clubhouses spread across Sussex. Although the first clubhouse was initially aimed at cyclists, word spread and now they welcome visitors of all ages and transport methods!
The Brief
The Cadence team tasked us with creating a visual identity for the South Downs Way trail, aligning the national park image with Cadence, and creating a connection between completing the route and visiting all the Cadence Clubhouses you pass along the way.
The team wanted to create an incentive for people to visit the clubhouses while completing the trail. We designed a stamp card that can be used to check in at the clubhouses, once you have stamps from all the clubhouses you can trade your completed card in for a woven patch and certificate.
Our Approach
Make Cadence the home of the South Downs Way by anchoring the route’s iconic achievement, 100 miles, around its clubhouses. In cycling, a century is a badge of honour. Translate that into an inclusive membership; The Cadence 100. A contemporary sub-brand that can unite cyclists, runners and hikers alike, so anyone who completes the trail feels part of something worth wearing and sharing.
Research
We think using a cycling focused aesthetic by drawing inspiration from Audax and Randonee style ephemera to create a link with the Cadence brand.
Balance this style with the more traditional illustrated 'scout' badge to keep the presentation suitable for walkers and cyclists alike.
Introduce stamp stations at every Cadence clubhouse and free stamp books for people to fill out. Suggest that these are accessible even when the clubhouses are closed.
Deliverables include a stamp card, marketing materials and signage to promote the trail; and a certificate and embroidered patch for those who complete the trail. Our design had to be successful across digital and printed materials.
Taking inspiration from classic woven patches, we created the Cadence 100 logo. We chose a rectangle instead of the classic circular badge, as it's application on bikes, bags and water bottles etc would have more impact. We created a gradient using existing Cadence colours for the background, the gradient ties in with the existing Cadence branding but also encourages the idea of movement. We designed a staggered pattern to incorporate the gradient into the embroidered patch.
