The Scottish Cycling rebrand, delivered by award winning design agency, Brand Oath, scooped a gold medal at last night’s Scottish Design Awards.

The premier and longest running awards of its kind in Scotland, the awards recognise the very best of design and creativity across all sectors – being shortlisted for such an award was therefore recognition enough.

Shortlisted in the ‘Design Effectiveness’ category, the award demonstrates that the Scottish Cycling rebrand went beyond just a new logo, but could be utilised across all areas of the business, from web and digital, to kit and event branding but most importantly for the judges it’s success was underpinned by quantifiable data.

According to the judges the winner was determined by the following criteria:

“A great design means nothing if it does not also bring commercial and social benefits as well as improvements to utility. Here judges will employ an evidence-based approach to dig beneath superficial qualities and establish how the design delivers a competitive edge to the client, consumer and society.

“A broad category, we are open to all types of design with each project judged on its terms. Judges will look for proof of how the design impacted the client’s business performance. Projects including Brand Design, Brand Identity, Exhibition Design, B2B &B2C websites, online promotion design and mobile/app design are invited.”

Up against ‘That Guy’, a Police Scotland campaign aimed at tackling men’s violence against women, Standard Life’s ‘Helping Hand’ campaign to support people through the pandemic and ‘Made in Lagos’, raising awareness of craft beer in Nigeria the competition was tough, but Brand Oath and Scottish Cycling came out on top.

Notably, Brand Oath and Scottish Cycling’s efforts was the only winner from the sports sector across the whole evening, highlighting the level of achievement.

On scooping the award, Brand Oath Client Director, Julie Shaw-Binns said:

“From the start, we embraced Scottish Cycling’s ambition for a bold solution in order to stand out from the crowd and we thank them for keeping that ambition throughout the process. As usual, success comes from good teamwork between agency and client, and it was a lovely moment to share with each other when the announcement came.”

Pete Matthews, Head of Marketing & Communications at Scottish Cycling added:

“I’d be lying if I said we weren’t all shocked to have won – the quality on show across the whole evening was outstanding, so to have received this recognition for our rebrand is phenomenal. Brand Oath have and continue to be a brilliant partner of Scottish Cycling, and their work to find a unifying concept for all areas of cycling,and help us roll out it out effectively across all areas of the business deserves this award.”