Portsmouth North End Cycling Club (PNECC) is one of the oldest cycling clubs in the country, with a proud history and a growing, diverse membership. The club approached Luminous Industries to help rebrand its visual identity — with the goal of making it feel more inclusive, more local, and more up to date, without losing the tradition that members care about.

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.

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.

The final design embraced a minimalist, classic feel that felt at once like a lifestyle brand and a team brand. The new look feels fresh, but still deeply connected to the club’s past.

We reclaimed PNECC’s traditional colours of salmon, maroon and black but gave them a modern, more vibrant expression. The historic badge stayed, but was complemented by updated iconography, including the star and crescent motifs from the Portsmouth city crest. Typography was handled carefully too, giving prominence to the club’s name and founding year in a way that felt proud but understated.

Throughout, the emphasis was on inclusivity. The new identity had to feel relevant to every rider, whether racing, commuting, or just out for a Sunday spin.

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 new branding is distinct, gets a lot of compliments and praise for all the right reasons.

This project was proudly sponsored by Luminous Industries as part of our commitment to supporting grassroots organisations doing good in their communities.

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