Tour of Shanghai
Commissioned by Juss Sport, the Tour of Shanghai was built as a new IP & cultural platform for the city. A cycling race that connects five districts while celebrating movement, identity, and the future of urban sport.
Brand Identity
Sports IP
Introduction
Creating a world-class cycling event identity that connects five Shanghai districts through a bold, lifestyle-driven brand celebrating motion, community, and the future of urban sport.
A Race Becomes a Movement
The Tour of Shanghai was conceived as more than a race, it was designed as a cultural platform for the city. As the first large-scale professional cycling event in a top-tier Chinese city, it needed to express ambition, energy, and modern urban identity. Our role was to create a visual language that could elevate the event beyond competition. From elite athletes to everyday riders, from race-day spectacle to social media storytelling, the brand had to feel dynamic, youthful, and globally competitive. The result is an identity that positions Shanghai not just as a host city, but as a leader in the future of urban sport and lifestyle.
The Challenge
Develop a brand identity for a brand-new international cycling race while uniting five distinct districts under one visual system that feels both globally credible and locally authentic.
The Tour of Shanghai connects five of the city’s “New Towns,” each with its own character, ambitions, and stakeholders. The identity had to unite these districts under a single brand while still allowing each to express its individuality. At the same time, the event needed to appeal to multiple audiences, from professional cycling teams and international media to local communities and a younger, design-conscious generation. The system also had to perform across many formats: live race environments, broadcast graphics, merchandise, digital content, and city-wide communications. In short, we had to design a brand that could move seamlessly across sport, culture, and civic identity.
Concept
A visual identity built around motion and connection, capturing the spirit of cycling while telling five local stories within one unified system.
Our concept centered on the idea of continuous motion. The core symbol—an infinity-shaped cyclist—represents both the race route and the limitless potential of the city. This symbol became the foundation for a modular brand system that allowed each district to express its own narrative while reinforcing the larger identity. The concept “One Race, Five Stories” gave every location a voice within the system. Visually, the design draws inspiration from streetwear, youth culture, and performance aesthetics, creating a look that feels contemporary and energetic. The identity had to feel equally at home on race jerseys, stage arches, and digital platforms.
Solution
A bold, modular visual identity designed to scale across race environments, digital media, and city culture, turning a sporting event into a lifestyle brand.
We developed a comprehensive Visual Brand Identity system including a trademarked logomark, colour palette, typography, modular grid, district graphics, and scalable signage. The infinity icon anchors the entire system, appearing across leader jerseys, race trophies, wayfinding, broadcast overlays, and social media content. Each district received its own graphic expressions within the larger framework, enabling both unity and individuality. The visual language was designed to be highly adaptable—working across broadcast, merchandise, urban environments, and digital storytelling. The result is a brand that doesn’t just represent a race, but expresses movement, energy, and civic pride.
More Works
Tour of Shanghai
Commissioned by Juss Sport, the Tour of Shanghai was built as a new IP & cultural platform for the city. A cycling race that connects five districts while celebrating movement, identity, and the future of urban sport.
Brand Identity
Sports IP
Introduction
Creating a world-class cycling event identity that connects five Shanghai districts through a bold, lifestyle-driven brand celebrating motion, community, and the future of urban sport.
A Race Becomes a Movement
The Tour of Shanghai was conceived as more than a race, it was designed as a cultural platform for the city. As the first large-scale professional cycling event in a top-tier Chinese city, it needed to express ambition, energy, and modern urban identity. Our role was to create a visual language that could elevate the event beyond competition. From elite athletes to everyday riders, from race-day spectacle to social media storytelling, the brand had to feel dynamic, youthful, and globally competitive. The result is an identity that positions Shanghai not just as a host city, but as a leader in the future of urban sport and lifestyle.
The Challenge
Develop a brand identity for a brand-new international cycling race while uniting five distinct districts under one visual system that feels both globally credible and locally authentic.
The Tour of Shanghai connects five of the city’s “New Towns,” each with its own character, ambitions, and stakeholders. The identity had to unite these districts under a single brand while still allowing each to express its individuality. At the same time, the event needed to appeal to multiple audiences, from professional cycling teams and international media to local communities and a younger, design-conscious generation. The system also had to perform across many formats: live race environments, broadcast graphics, merchandise, digital content, and city-wide communications. In short, we had to design a brand that could move seamlessly across sport, culture, and civic identity.
Concept
A visual identity built around motion and connection, capturing the spirit of cycling while telling five local stories within one unified system.
Our concept centered on the idea of continuous motion. The core symbol—an infinity-shaped cyclist—represents both the race route and the limitless potential of the city. This symbol became the foundation for a modular brand system that allowed each district to express its own narrative while reinforcing the larger identity. The concept “One Race, Five Stories” gave every location a voice within the system. Visually, the design draws inspiration from streetwear, youth culture, and performance aesthetics, creating a look that feels contemporary and energetic. The identity had to feel equally at home on race jerseys, stage arches, and digital platforms.
Solution
A bold, modular visual identity designed to scale across race environments, digital media, and city culture, turning a sporting event into a lifestyle brand.
We developed a comprehensive Visual Brand Identity system including a trademarked logomark, colour palette, typography, modular grid, district graphics, and scalable signage. The infinity icon anchors the entire system, appearing across leader jerseys, race trophies, wayfinding, broadcast overlays, and social media content. Each district received its own graphic expressions within the larger framework, enabling both unity and individuality. The visual language was designed to be highly adaptable—working across broadcast, merchandise, urban environments, and digital storytelling. The result is a brand that doesn’t just represent a race, but expresses movement, energy, and civic pride.
More Works
Tour of Shanghai
Commissioned by Juss Sport, the Tour of Shanghai was built as a new IP & cultural platform for the city. A cycling race that connects five districts while celebrating movement, identity, and the future of urban sport.
Brand Identity
Sports IP
Introduction
Creating a world-class cycling event identity that connects five Shanghai districts through a bold, lifestyle-driven brand celebrating motion, community, and the future of urban sport.
A Race Becomes a Movement
The Tour of Shanghai was conceived as more than a race, it was designed as a cultural platform for the city. As the first large-scale professional cycling event in a top-tier Chinese city, it needed to express ambition, energy, and modern urban identity. Our role was to create a visual language that could elevate the event beyond competition. From elite athletes to everyday riders, from race-day spectacle to social media storytelling, the brand had to feel dynamic, youthful, and globally competitive. The result is an identity that positions Shanghai not just as a host city, but as a leader in the future of urban sport and lifestyle.
The Challenge
Develop a brand identity for a brand-new international cycling race while uniting five distinct districts under one visual system that feels both globally credible and locally authentic.
The Tour of Shanghai connects five of the city’s “New Towns,” each with its own character, ambitions, and stakeholders. The identity had to unite these districts under a single brand while still allowing each to express its individuality. At the same time, the event needed to appeal to multiple audiences, from professional cycling teams and international media to local communities and a younger, design-conscious generation. The system also had to perform across many formats: live race environments, broadcast graphics, merchandise, digital content, and city-wide communications. In short, we had to design a brand that could move seamlessly across sport, culture, and civic identity.
Concept
A visual identity built around motion and connection, capturing the spirit of cycling while telling five local stories within one unified system.
Our concept centered on the idea of continuous motion. The core symbol—an infinity-shaped cyclist—represents both the race route and the limitless potential of the city. This symbol became the foundation for a modular brand system that allowed each district to express its own narrative while reinforcing the larger identity. The concept “One Race, Five Stories” gave every location a voice within the system. Visually, the design draws inspiration from streetwear, youth culture, and performance aesthetics, creating a look that feels contemporary and energetic. The identity had to feel equally at home on race jerseys, stage arches, and digital platforms.
Solution
A bold, modular visual identity designed to scale across race environments, digital media, and city culture, turning a sporting event into a lifestyle brand.
We developed a comprehensive Visual Brand Identity system including a trademarked logomark, colour palette, typography, modular grid, district graphics, and scalable signage. The infinity icon anchors the entire system, appearing across leader jerseys, race trophies, wayfinding, broadcast overlays, and social media content. Each district received its own graphic expressions within the larger framework, enabling both unity and individuality. The visual language was designed to be highly adaptable—working across broadcast, merchandise, urban environments, and digital storytelling. The result is a brand that doesn’t just represent a race, but expresses movement, energy, and civic pride.
More Works