Welcome to LC___CC – Le Col Cycling Club. Ride with legends, train with Pros and turn your effort into rewards. A community united by stories, shared goals and hard-and-fast ambition. The most rewarding club in cycling.
Limited Edition Design worked with the senior Le Col team, to develop a branding strategy, messaging and a dynamic new visual and verbal identity — including user interface and experience design across hundreds of items and details to enable development agency Savvy, and the internal team of developers, to bring the complex platform build to life. From the outset, the concept was a digital first approach, so the visual identity had to be flexible enough to work across multiple strands, whilst ensuring a sense of community and warmth.
The visual design approach comprises of entirely new colour systems, photography, typography, iconography and signature graphic assets in both static and animated forms. The iconography plays a key role in creating a visual language and design system for the content, whilst typography plays to a fluid, more conversational tone to maintain that warmth.
A small selection of our work below, with an update to follow soon.
The identity also runs across mens and womens Kit design that is only available to members:
Wireframing and interaction design to integrate Club into the overall eCommerce design we’ve developed for the master brand. Maintaining enough of a unique feel that it can standout and be signposted as part of the customers user journey.
Le Col is focussed on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits. Meet Project Aero.
We’ve always looked outside of cycling and beyond what others in the sport are doing, and what this collaboration, and the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for our stills campaign, to using some of the most innovative virtual production technology using Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.
The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data. Project Aero – Engineered for Speed.
Client Le Col / McLaren
Production: Squire
Director: Jay Creagh
Dop: James Medcraft
Model: Adam Macrae
Photography: Michael Blann
3d/Animation: Greg Walker
Sadly Royal Ascot didn’t take this one on. The concept focussed on the phrase ‘Having a flutter’, and could, in my biased view, have been a visually stunning campaign. Agency: RPM
Campaign Key Visual
6 Sheets
Billboards
Press Advert
Ticket Wallet
Advertorial
Concept and Art Direction development in collaboration with Sophie Peters, Lucy Mitchell & Dan Ayling
