London Cycling Campaign hires Blacklabs and Hart D’Lacey to overhaul its image

Mike Pycock, who works across both consultancies as director, led a speculative pitch in November 2009, when the organisation agreed to a rebrand across all touchpoints.

The LCC defines itself as working to ’ensure the views and interests of those who cycle in London, and would-be cyclists, are persuasively articulated, routinely requested, and effective in influencing decision-making and creating better outcomes for cycling’.

A brief has been developed to unite municipal member groups across London’s 33 boroughs. Pycock says, ’Each borough has its own LCC club, which needs to be brought into a flexible structure, under a new umbrella brand.’ The consultancies have already produced an LCC spring membership campaign (pictured).

For the main project, a joint audit was carried out by the organisation and the consultancy, showing that the majority of LCC members are male and in their 40s. ’They can appeal to a much bigger audience – commuters, people in their late teens, retired people,’ says Pycock.

The solution ’needs to be radical and their voice needs to be louder’, Pycock adds.

A new website will encourage more contribution from the organisation’s members and information-based interaction.

’The website offers huge potential. It can be a hub of interactive information for all cyclists in London,’ says Pycock.

The new brand and website are expected to launch this autumn.