SPCC Rebrand
A fresh brand identity for Stay Park City Cycling—including a bold new logo, brand book, and race kit designed to match the energy and altitude of riding in the Wasatch.
Client
StayParkCity Cycling
Industry
Sports
Service
UI / UX Design
Branding
Apparel Design
Duration
16 weeks
Overview
Stay Park City Cycling is a local Utah cycling club made up of passionate riders who race hard and rep their community. I led a full rebrand that gave them a distinct, unified identity, built to stand out in the peloton and look sharp on and off the road.
The Challenge
The club needed a cohesive, professional identity rooted in Park City. It had to balance the grit and camaraderie of amateur racing with the polish of a well-run organization, that works across jerseys, merch, social, and web.
The Solution
I developed a refreshed identity system that balances a clean, modern aesthetic with local cycling culture. The custom logomark cleverly incorporates two “cc” letters that resemble a sideways bike chain, used both in the logo and as a repeating pattern across brand materials for cohesion. The work included a full brand book, a new race kit, and a more user-friendly website that helps members and visitors get involved and stay connected.
The Result
The updated identity gives the club a professional edge and a kit that turns heads. It pulls the team together and matches the personality of the community.
