For clubs such as Randwick Botany Cycling Club, established in 1903, the flip side to the cycling boom is that they are actually under threat.Geta bunch of mates together, buy an online kit and away you go –who needs a traditional cycling club? This, combined with the fact that RBCC had become an ‘old’ club put its future at stake.
Ox developed a brand strategy and identity and kit to create the biggest impact and set the direction for all initiatives for the re-named Randwick Cycling Club. The brand is captured in the short sentence: ‘Randwick is the cycling club that helps social and competitive riders, ride better.’
The membership has embraced the brand idea of ‘ride better’ with the club already attracting new, younger members.
Ride Better with Randwick