RGT is a virtual cycling platform, a diverse world of roads, races, workouts, brands and content open to all. They are passionate about building a platform that enhances the cycling experience, introduces cycling to new audiences and has a positive, inclusive relationship with the cycling community.
We created a brand strategy and identity that truly encapsulates their manifesto, excites the cycling world and that can evolve as the brand grows.
CREATING A BRAND ATTITUDE
RGT is a disruptive, inspirational brand. They are constantly evolving their technology, the virtual cycling experience and pushing the boundaries.
We created a positioning statement that set the tone for the team and also for their users. RGT is committed to helping cyclists push themselves further, to experience new things, to go beyond.
A DISTINCTIVE VOICE
Typography underpins the RGT identity. We paired a cycling inspired bold headline typeface with a cleaner, secondary one to allow RGT to communicate with confidence and distinction. Throughout the communications, typography and copy is used to educate and inspire the audience.
BUILDING A DYNAMIC IDENTITY
We created a brand identity that is dynamic, flexible and digital first. The identity and brand toolkit enables RGT to seamlessly flip between own brand content, partner activations, events, races, feature benefits and community generated content. We purposefully opened out the brand colour palette to allow for endless combinations, thus reflecting the unlimited potential of the platform.
CAPTURING THE EMOTION OF CYCLING
Although RGT is a virtual world, it's aim is to complement and enhance all aspects of cycling. Using stylised photography, we're able to convey the emotions of cycling - winning a race, grinding up a hill, getting ready for a ride - in a distinctly RGT way.
A RICH, SEAMLESS EXPERIENCE
As an integral part of the RGT team, we've worked hard to ensure all aspects of the experience convey the brand spirit. From refining the app design, creating exciting events and races, designing virtual and real kits and working with RGT's partners. Our aim is to engage and inspire passionate cyclists around the globe.