The London Cycling Campaign (LCC) is a fantastic charity which campaigns on behalf of cyclists in London – pushing for better cycling provision across the capital, as well as organising local rides and events.

They asked me to design an identity, adverts, social media imagery and leaflets for a new fundraising campaign, the Heart of London Appeal, which focused on a few key projects in the centre of the city.

Working with the charity’s brand guidelines, I created a logotype which leant forward with a sense of urgency, while remaining friendly and optimistic; and also incorporated a heart into the word ‘London’. I then combined this with a simplified map of the city centre, and rolled out the various campaign materials, to be sent out to the charity’s 12,000 members.