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London
Sydney
119 Alexander Street,
Crows Nest, New South Wales,
2065
Crows Nest, New South Wales,
2065
+61 416 122 553
The Brompton World Championship (BWC) 2024 was a highlight for cycling enthusiasts heading to London from June 21–23. The event, hosted in and around King's Cross, coincided with the inaugural London Cycle Festival. This unique spectacle brought together nearly 500 Brompton racers and thousands of spectators for a weekend of vibrant community spirit and unconventional cycling fun.
Previous incarnations of the event had been delivered by grass roots volunteering from the passionate Brompton community and was steeped in quirky British eccentricity. The challenge was for the brand to take ownership of the event and identity for a more professional image, without losing the energy and spirit of enthusiasm the Brompton brand advocates bring.
The weekend celebrated Brompton's blend of practicality and fun while fostering a strong sense of community among its fans.
Bigger completely reimagined the Brompton World Championships by redefining its positioning and crafting a distinctive, ownable identity that is synonymous with the Brompton brand. Through this revitalised approach, Bigger ensured that BWC isn’t just another cycling event—it’s a globally recognised celebration of Brompton’s unique ethos and adventurous spirit.
Brompton tapped Bigger to craft an exciting and dynamic identity for this year’s BWC event, perfectly suited to the lively setting of Coal Drops Yard in Camden. We developed a fresh visual language that embodied the quirky yet competitive spirit of BWC.
This identity extended across a range of promotional assets, from bold out-of-home (OOH) campaigns to engaging social media creatives, capturing the imagination of participants and spectators alike.
To amplify the event’s reach, Bigger adapted the branding into dynamic motion assets tailored for digital platforms. These playful, animated designs brought the BWC identity to life on social media, creating a buzz in the lead-up to race day.
The BWC course was one for the history books. It featured a thrilling ramped descent into Coal Drops Yard’s amphitheater, a challenging hairpin turn at Granary Square, and a high-octane 200m sprint. The stakes were high, with racers competing for an array of prizes. At the finish line, the fastest male and female riders were rewarded with exclusive BWC-themed Brompton bikes, a coveted memento of their victory.
But the fun didn’t stop there. Participants also vied for quirky honors like Best Dressed, Fastest Fold, and Longest Hold of a Brompton T-Line, adding a uniquely Brompton twist to the competitive spirit.
