Our work with the NW200 focused on creating a modern, consistent identity that could carry the event into the future – supported by a refreshed website designed to help visitors get the most out of race week.
Our work with the NW200 focused on creating a modern, consistent identity that could carry the event into the future – supported by a refreshed website designed to help visitors get the most out of race week.
The brief was to create a brand identity that could stand confidently on its own while still working seamlessly alongside race sponsors. Previous branding often combined sponsor logos within the main event mark, which meant the logo had to be recreated or adapted regularly. This led to inconsistencies across promotional materials and made it difficult to maintain a clear visual identity year after year.
Our approach was to develop a dedicated NW200 logo that represents the speed, energy and heritage of the event while remaining flexible enough to sit comfortably alongside sponsor branding. The result is a clean, bold identity designed to be instantly recognisable whether it appears on signage, merchandise, digital media or broadcast graphics.
The new branding draws inspiration from the sport itself. Typography and graphic elements were developed to feel modern and dynamic, while still respecting the tradition of the event. Subtle design details reference the movement and lean of racing bikes through corners, helping the identity feel connected to the experience of road racing without becoming overly complex.
To ensure the brand could remain consistent over time, we produced a clear set of brand guidelines. These outline how the logo, colours and supporting graphics should be used across print, digital and partner materials, giving organisers and sponsors a reliable framework for applying the brand correctly.
Alongside the visual identity, we also refreshed the North West 200 website to improve usability and highlight the information visitors look for most. By analysing user behaviour throughout the year, we refined the site structure to ensure key pages such as event schedules, ticketing and visitor information are easy to find when demand is highest.
The updated design introduces clearer calls to action and a simplified navigation system, while ensuring the site performs smoothly across mobile devices – essential for an event where many visitors rely on their phones during race week.
Together, the new branding and website provide the North West 200 with a strong, consistent digital and visual presence – one that reflects the scale of the event and supports its continued growth for years to come.
