Cycling Canada has launched its new brand and website, the end result of a process which was initiated in 2018 through funding support from the Canadian Olympic Committee’s National Sport Federation Enhancement Initiative.
The development of a new brand and digital home for Canada’s national cycling federation marks another important milestone for an organization striving to modernize as it leads and develops a growing array of cycling disciplines and communities from coast-to-coast.
“While the sport of cycling is complex and continues to evolve, we are an organization whose mission and purpose remain rather simple – to inspire Canadians through cycling,” said Cycling Canada Executive Director Matthew Jeffries.
“Our sport is unique in its ability to enrich lives and build a happier and healthier nation. Cycling is a journey that unites us all. It is our shared passion and we want our brand to reflect this passion as well as our dedication towards developing the sport holistically and collaboratively across the country.”
Originally founded in 1882 as the Canadian Wheelmen’s Association, Cycling Canada is among Canada’s oldest national sport organizations.
“While a key objective with this project was to develop something modern and contemporary, we are proud of our rich history and we wanted to ensure that was reflected and acknowledged in the new brand,” noted Head of Performance Strategy Kevin Field.
The development of the new Cycling Canada brand and website was achieved in collaboration with Toronto-based consulting and advertising agency theturnlab, known for its work with the Mattamy National Cycling Centre, Adidas, Cannondale, as well as and many other high-profile sport and lifestyle brands.
The website and logo were designed by Montreal-based Leonardo Studio, Cycling Canada’s agency of record for graphic design, while La Cursive assisted with the content creation in both official languages (English and French).
“Over the last few years, our marketing strategies have evolved to become more inclusive of all cycling disciplines and all levels of the sport,” said Cycling Canada Marketing & Communications Manager Karine Bedard. “With increasing focus on the development of consistent and quality content that reaches a broader audience, this new brand and website come at the right time.”
Executive Director Matthew Jeffries added, “I want to extend our most sincere thanks and gratitude to all the partners who contributed towards this project, and particularly the Canadian Olympic Committee for the resources and funding support to make it all happen.”
While the new website is now live, the new brand will come to life gradually over the coming months across Cycling Canada event properties, programs, digital platforms and apparel.