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 visual identity that felt cohesive, professional, and true to its Park City roots. The brand had to balance the grit and camaraderie of amateur racing with the polish of a well-run organization—plus work across everything from jerseys to social posts.
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 with a bold yet approachable visual language, and a streamlined, user-friendly website that helps members and visitors get involved and stay connected.
The Result
The rebrand gave Stay Park City Cycling a confident, professional presence and a kit that turns heads at every race. It’s a brand that rallies the team—and reflects the unique energy of the cycling community it represents.
