These posters were created to block the shop windows as a refit progressed to get the shop unit ready for its new tenants. The idea was to build some intrigue and excitement about the new shop. After the shop fit-out one of the windows would always need to be blocked off due to the floorplan of the premises. Baring this in mind we mixed images of road and off-road riding, in all types of terrain and conditions, to cover all possible scenarios and diversity that cycling covers. And also allowing for the image shown in the blocked window to be regularly updated and keep pace with the seasons by a quick poster change.
Most of the designs were also able to be downsized and adapted for use as advertisements or promotional postcards.
We also created the strap line “live the road – love the ride” as part of the identity and message creation process.