When Manchester City Council opened the doors to the National Cycling Centre to the UEC BMX, they needed their BMX European Cup competition to shout 'Manchester' from the roof tops. We considered everything we love about the city and took inspiration from the music scene that inspired a generation.
After all, what's more MCR than Factory Records?
Working in the yellow and back creative synonymous with the music scene back in the day, BMX specific designs were created and applied across multiple marketing channels across the city.
Even the black 'hazard hatchings' paid tribute to a BMX racing tyre tread and also appeared in all the print, merchandise and digital media channels.
Created brand guidelines for correct use of the distinctive MCR BMX branding.
Designed and produced materials such as merchandise, ticketing, arena dressing, event website, OTH digital assets, social media campaigns and PR campaigns using #mcrbmx
Hundreds of UK and European riders participated in two days of competition at the unique £24m indoor BMX facility.
The spectating audience consisted of both the BMX community and those residents of the city who hadn't experienced the sport before.