UCI Cycling

UCI Road Cycling
World Championships

From launching World Track Cycling to the masses, to designing the interactive website for the UCI Road Cycling World Championships, we’ve reached a global audience and elevated cycling’s presence.

Putting cycling in Yorkshire on a global stage.

The arrival of the UCI Road Cycling World Championships in Yorkshire was a monumental event for the region, following the resounding success of the Grand Depart of the Tour de France in 2014. This showcase of world-class cycling in Yorkshire not only cemented its reputation as a leading destination for road cycling but also brought global attention to the breathtaking landscapes, rich local culture, and vibrant communities that make the county truly special.

The website we crafted for the event had a dual role – to spotlight the incredible sport and to act as a window into the charm of Yorkshire itself. It seamlessly wove together the tales of elite athletes with the stories of local businesses, the warmth of its people, and the stunning natural beauty that defines the region. It became a platform where the world could witness not just the thrill of competition but also the magic of Yorkshire, creating a lasting impression and underscoring Yorkshire’s standing as a unique and unforgettable destination for both sport and leisure.

How we created feeling

In our work, we delved deep into the electrifying emotions and sensations that envelop spectators when they witness velodrome cycling for the first time. We aimed to capture the unbridled passion that surges through the crowd as the velodrome reverberates with their thunderous roars of encouragement. The sheer power and athleticism of the riders, each pedal stroke a display of unwavering determination, became a visual symphony that resonated with viewers, immersing them in the pulsating heart of the event.

But perhaps the most poignant element we sought to convey was the overwhelming sense of glory that envelops everyone present when medals are won. It’s a collective triumph that transcends individual victories, uniting athletes and spectators alike in a shared moment of exultation. Our campaign was dedicated to making viewers not just observers but active participants, feeling the visceral, heart-pounding intensity of velodrome cycling as if they were right there in the midst of the action. We aimed to bring this thrilling experience to life, forging a deep connection between the audience and this extraordinary sport.

Meticulously intertwining design elements of the Velodrome into our newly created typeface which was used as a solid foundation to build the campaign around.

In the years we have been working together, Persona have been able to confidently understand our audience, interpret how users interact with our brand, and therefore continue to help us improve how we communicate with them.

Words of:
Digital Director

Bringing clarity to complex information

The event website was an essential tool that brought clarity to a wealth of complex information, catering to the diverse audience that flocked to the site in anticipation of, and during, the event. With an intricate web of route maps, race schedules, and comprehensive rider data, our content-rich hub, built in collaboration with Umbraco Experts, Outfield Digital, became the go-to resource for all things related to the championships.

For an event of this magnitude, clarity was paramount. Our design ensured that visitors, whether cycling enthusiasts, casual viewers, or participants, could easily access and comprehend critical event details. The website served as a digital compass, guiding users through the intricacies of race routes, times, and providing deep insights into the athletes competing. It became a testament to our ability to translate complexity into user-friendly, informative content, ultimately enhancing the overall experience and doing justice to the prestige of the Road Cycling World Championships.