Cycling UK, the UK’s oldest national cycling charity, has been championing cycling since 1878. With over 70,000 members, the organisation works to promote cycling for everyone, advocating for safer roads, better infrastructure and greater access to cycling across the country.

Each year, Cycling UK leads Bike Week, a national celebration designed to showcase the joy and benefits of cycling. We were commissioned to develop the marketing strategy and creative campaign for the seven-day event, delivering a cohesive suite of assets across the full marketing mix – from social media and campaign messaging to printed materials.

To ensure the campaign appealed to as broad an audience as possible, we developed an illustration-led creative approach rather than relying on specific photography. This vibrant visual style allowed the campaign to feel inclusive, energetic and instantly recognisable across all channels. A flexible set of illustrated assets supported both print and digital applications, enabling playful animations and eye-catching graphics that helped bring the campaign to life.

The messaging focused on the many benefits of cycling, from physical and mental health to lifestyle improvements while also highlighting events, clubs and opportunities for people to get involved during Bike Week.