Cure Leukaemia seeks to inspire and recruit riders for 500km charity cycle with new brand identity
Cure Leukaemia’s 500km cycle challenge, fronted by former footballer Geoff Thomas, has engaged creative agency clevercherry to devise its brand identity spanning cyclists’ kit, advertising and collateral.
Having worked closely with Cure Leukaemia in the past, clevercherry was approached to create an impactful look and feel for the charity’s London to Paris initiative in order to inspire and recruit riders to help it reach its £500,000 goal.
James McLaughlin, CEO of Cure Leukaemia, said the charity was “absolutely delighted” with the work from clevercherry for the biggest event in the charity’s history and that it had “exceeded our expectations”.
Of the work, Adam Bicknell, head of creative at clevercherry, revealed that three separate ideas had been pitched, resulting in the ‘London 2 Paris| Inspiring the Revolution’ identity.
He said: “Inspiring the Revolution resonated with the client on several levels – the revolution against Leukaemia, the inspiration to fight it, and the revolution of the bike’s wheels meant that the identity was perfect for the challenge ahead. The key aspect of the brief was that Cure Leukaemia wanted people to understand this was a fun event anyone can take part in, not just cycling enthusiasts.
“Many people who participate will have links to the charity, understanding the support it provides to those affected by the illness and their families and friends, but we wanted to raise awareness further, and with high-impact digital ads on Europe’s largest LED screens positioned on the M6, we hope to appeal to more riders and inspire them to apply to take part in next June’s five-day challenge.”
Cure Leukaemia patron, Thomas, added: “Clevercherry has created an impactful identity to inspire people to undertake an incredible challenge for a hugely important cause. We’ve had a superb response, with almost half the limited number of spaces already being filled.”
The London to Paris bike ride is a five-day event from June 18-22 in which 300 people will cycle from capital to capital.