Challenge
The Melbourne 2010 Cycling Championships will be a significant event in Albert Park, with the race itself being over 16 km's of road in Geelong, south of the Melbourne CBD.

Creative Strategy
The final design is a graphic interpretation of the Peloton - the rush of riders that make up the main field

of a cycling road race.

Creative Idea

Power and Passion.

The ROI
Launched in December 2008, the identity will be rolled out from mid 2009.