Changing gears for how South Australia rides.

About

BikeSA is South Australia’s peak body for cycling. Since 1982, it has helped shape cycling culture across SA through advocacy, tours, events, and community programs. With more than 70,000 members and participants each year, the not-for-profit organisation continues to inspire people of all ages to experience the freedom of riding.

BrandingVisual CommunicationCampaignWeb & Digital

Detailed Scope

Brand Strategy
Brand Identity Design
Logo Design
Visual Language Development
Verbal Identity
Sub-Brand System
UI/UX Design
Marketing Collateral Design
Event Branding
Merchandise Design
Campaign Design
Website Design & Development

Winner

Challenge

Despite its legacy, BikeSA’s identity had fallen behind its influence. The old logo and disconnected visuals no longer matched the scale of its work or appealed to newer riders. The brand needed to evolve into something relevant, connected, and built for today’s world while preserving the trust it had built over decades.

Solution

We reimagined BikeSA’s identity as a living design system built around the drivetrain. Refined, structured, and dynamic, it keeps every expression of the brand connected, from print to digital. Along with the adaptable tagline Ride to Thrive, the new identity captures the spirit of movement, community, and progress that defines BikeSA.

Since 1982, BikeSA has been the voice of cycling in South Australia, leading advocacy for safer roads, better infrastructure, and a thriving riding culture that connects people through events, tours, and community rides. Over the years, it has shaped how South Australians see, experience, and celebrate cycling. After decades of shaping biking culture, the brand had simply outgrown its identity. Its presence no longer reflected the scale of its work or the vibrancy of Australia’s massive cycling community.

That’s when our paths crossed. It was the moment South Australia’s cycling story needed a new route. One that could honour BikeSA’s legacy while setting the pace for what comes next. The challenge wasn’t about change for the sake of it. It was about engineering progress that stayed true to the journey so far.

Turns out, the answer was right under the pedal.

When we started looking for something that could bring every kind of rider together, the wheel felt like the obvious choice. But that was the thing, it was too obvious. Then we noticed the drivetrain, the part that quietly keeps every bike, and every journey, moving. It had always been there in BikeSA’s old logo, just never truly seen for what it could be.

By reworking what already existed, we hit two targets with one move. The drivetrain helped us carry forward BikeSA’s legacy and recognition while giving the brand a fresh, structured identity that symbolised progress, connection, and motion, everything biking stands for. The drivetrain became the driving force of the new identity.

The dance of the drivetrain.

Every identity needs its rhythm. For BikeSA, that came from the living design system built around the drivetrain. Lines and curves move in harmony, echoing the flow of a perfect ride. That same sense of rhythm carries through every element, from the type to the colours to the kinetic patterns, all working together like perfectly tuned gears.

Who knew one shape could keep an entire brand in motion?

When it all came together, it didn’t shout for attention, it just felt right. A little familiar. A lot new.

Most taglines end at the full stop. This one keeps going. Ride to Thrive gave BikeSA a voice that moves with it, a flexible system built around Ride to __________, where every blank can become a story. Ride to Connect. Ride to Discover. Ride to Our Future. Each line feels alive, ready to pick up speed.

The Sub-Brand System: Many identities. Still BikeSA.

Each program, ride, and event got its own moment to shine without losing the connection to the bigger picture. The drivetrain became the anchor. Always there; just a different angle, in a different colour, a different rhythm. Every sub-brand carried its own personality yet always felt connected to BikeSA. A small shift in colour, a tweak in form, and suddenly, a new story spins out, still powered by the same chain.