ROOKIE RIDER
Australian women who ride with confidence not lycra.
Brand Identity
Logo Design
Brand Strategy
Illustration
Rookie Rider is a strategic, research-based visual communication campaign aimed at increasing uptake of cycling for Australian women who may feel excluded in the current cycling culture in Australia. We looked at the key pain points through the cyclists’ journey, and also the motorists’ journey when driving with cyclists on the road to help us build a fuller picture. I had the pleasure of working with Vivian O’Connor on this project.
THE BRIEF
Illustration was a key communication tool through this campaign. We developed a series of inclusive illustration of the everyday Australian woman cyclist to help us relate to our target market, encouraging them to cycle for everyday transportation. Through out research we found that taking this approach would help us breakdown the barriers that the cyclists experienced.
DESIGN OUTCOMES
Key Research Findings
LACK OF AWARENESS
We found there was a lack of awareness around the under-representation of women in cycling.
RULE BREAKERS
All cyclists (both potential and existing) showed a disregard for the road rules at their own convenience.
CYCLING MYTHS
Most participants held views that weren’t factual or consistent with the reviewed literature.
EDUCATION & FACILITIES
All participants agreed that better education around cycling on the road at a young age and better facilities would improve the cycling culture in Australia.
The majority of participants stereotyped cyclists as arrogant, angry, or elitist including some current and potential cyclists.
STEREOTYPING
