Typical cycling culture lends itself to exclusive, tight knit, lycra wearing tribes. One’s ability to ‘keep up with the group’, limits their inclusion. If you’re not fast enough, or don’t look the part, you best pick another sport or find another group. We wanted to re-imagine what cycling culture could look like.

Whether your adventure’s take you into the middle of the forest, or just down the street to a local café, the challenge of this brand was to break down the barrier for adventure for KOMPAS community members, in a way that made all feel welcome regardless of who you are.

Inspired by the patchwork nature of the KOMPAS community, I created a cohesive visual language for the brand that could translate seamlessly across physical and digital platforms. The spirit of the brand is projected through imagery of community members in action – displaying the comradery and adventure that you can come to expect from KOMPAS.

Partnerships with small businesses were formed to connect with the local community, strategic relationships with brands were formed to propel the KOMPAS brand, and I made a short film to use for sponsorship outreach, and to use across social channels for community recruitment.