Boardman Bikes needed to enhance its credentials and grow brand awareness among novice and expert riders. We recognised that, as riders themselves, the team needed to showcase their passion. To bring this sense of togetherness to life, we designed the new B symbol in the style of the peloton. We introduced the inclusive and reassuring strapline ‘Out there with you’. And we applied a daylight-inspired palette to imitate the daytime hues of the ride.