search
for speed.

As the national governing body for bicycle racing in the United States, USA Cycling is developing the sport over the disciplines of road, track, mountain bike, cyclo-cross and BMX across all ages, ability and levels.

USA Cycling had the idea for a program called, "The Search for Speed". It would be a pop-up interactive activation that allows participants to try out to be an Olympian. Outstanding participants will then be invited into the USA Cycling Track Sprint Development Program based out of the LA velodrome. Their goal with this new program is to attract new talent, diversify the talent pool and draw in participation.

USA Cycling started developing a wireframe of materials that they needed for the indoor and outdoor displays and sought us out to create the branding and identity, and inspiring visuals for these pieces. In order to attract new talent, we new that the design needed to have an elite and powerful look and feel.