The Fort William World Cup Illustration | Project Management | Web Design & development

A brave new identity for Scotland's premier mountain biking event

By now you’ll perhaps have noticed that bikes are a recurring theme in my work. Each year, Fort William serves up the very best in competitive downhill mountain biking as the the UCI Mountain Bike World Cup comes to town. With Brits ruling the roost in both the men and women’s categories last year we’ve chosen a slightly more patriotic approach for this year’s identity; portraying our leading man (danny Hart) and leading lady (Rachel Atherton) as stars of their own action movie ‘Home of the Brave’ (which is not hard to imagine once you’ve seen these two do their own stunts). This year I was tasked with coming up with the central image – a (not so subtle) nod to the work of artists like Richard Amsel, Drew Struzan and other movie poster designers from the 1970s. This cinematic feel also extended to the redesign and redevelopment of fortwilliamworldcup.co.uk (for which I was also responsible).