Portsmouth North End Cycling Club
Portsmouth North End Cycling Club
Rebranding a Cycling Club with a Deep Local Legacy
Founded in 1903, Portsmouth North End Cycling Club has long been part of the city’s sporting culture. Over the years, the club’s visual identity had become dated and disconnected from its diverse, energetic membership. As proud sponsors and long-time supporters, Luminous Industries wanted to help the club reconnect with its roots while creating a brand that would carry it confidently into the future.
Our Brief
The club needed a rebrand that reflected its values of inclusivity, community and performance. The challenge was to design something that paid respect to its long history while appealing to younger riders who were discovering the club for the first time. The existing logo and kit lacked cohesion, so our goal was to create a design system that would bring consistency and pride across every touchpoint, from racewear to social media.
This wasn’t just a design exercise. It was about involving the whole club in the process, from senior committee members through to grassroots riders. Our brief came out of a clear, open consultation, including a member-wide survey and a formal workshop to shape the creative direction together.
Our Solution
We began by identifying three distinct creative directions, based on the key themes and preferences shared by the club. These were presented during a hands-on workshop with the committee, where we explored how each direction connected to the club’s values, heritage and ambitions.
Our research began in the club’s archives, where we discovered that the original team colours were salmon, maroon, black and white. The salmon shade had even earned the riders the nickname The Shrimps in the club’s earliest days. That detail became a playful thread throughout the rebrand, giving us a way to reconnect the club with its characterful past.
We created a clean new wordmark, designed to feel both heritage-inspired and contemporary. The refreshed colour palette celebrates the original hues, reinterpreted for today’s digital and physical formats. We then rolled out the new identity across the club’s kit, digital channels and printed materials, supported by a set of simple brand guidelines to help volunteers and suppliers apply it consistently.
Our Impact
The rebrand gave PNECC a clearer, more confident presence, one that reflects the club’s values today while honouring its long-standing place in the community.
Members were directly involved in shaping the new direction, which meant high levels of buy-in and enthusiasm once the branding launched. Kit orders followed quickly. So did social engagement. And the new branding now gives the club a platform to grow into the future.
The rebrand has revitalised the club’s image and strengthened its sense of community. Members embraced the new identity immediately, and the updated kit quickly became a badge of pride at events across the region. Most importantly, the project helped the club reclaim its story, proving that even after more than a century on the road, PNECC is still moving forward with purpose.
