Sofa Kings Cycling Club Design & Branding SOFA KINGS BRAND ID by Creature

SOFA KINGS BRAND ID

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Creative Director Steve Cullen
Designer Simson Chantha
Released October 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: SOFA KINGS CYCLING CLUB
Product/Service: CYCLING CLUB
Agency: CREATURE
Creative Director: Steve Cullen (Creature)
Designer: Simson Chantha (Creature)
Photography: Steve Hawley (Steve Hawley Photography)
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Media placement: Logo Suite & Application - Brand Identity - 1 October 2011
Media placement: Website - Web - 1 October 2011
Media placement: Team Kits - Apparel - 1 October 2011
Media placement: Recruitment Posters - Distributed - 1 October 2011
Media placement: Branding Applications - Branding Identity - 1 October 2011
Media placement: Recruitment Posters - Distributed - 1 October 2011

Describe the brief from the client
Dan Nordstrom is a swashbuckling business owner with a collection of adventurous hobbies. So when he came to us with his new side project, starting a cycling club, we were all in. All he gave us was “It’s for old guys who don’t like bright colors".

Describe the challenges and key objectives
A group of local retired professional bike racers looked to form a riding group free from all the obligations of a traditional racing club. How can you make these guys feel special and (frankly) cool, without the flashiness this industry so often resorts to?

Describe how you arrived at the final design
Inject some dry humor into the club, with a dash of old school toughness. We looked to day labour patches, and steel worker uniforms for the right touch of old-school manhood inspiration. The colours and details help the riders feel polished, not in a midlife crisis. But the name and deconstructed vintage typography show that these guys have paid their dues, and are ready to collect on their fun.

Give some indication of how successful the outcome was in the market
Membership boomed in year one, quickly signing over a hundred riders. Kits, t-shirts and water bottles are sold out instantly. But really, the team has a lot of pride in their kits, and they don’t feel like sissies in them, and that’s what matters.