Cycling UK

Brand Image Bank

An inclusive, lifestyle-led image bank showcasing everyday cycling in the UK

A woman on a bike cycling along in the middle of a city, she is wearing winter clothes and has brown skin, glasses and long brown hair, she's smiling.

The brief

Following a recent brand refresh, we were commissioned by national cycling charity, Cycling UK, to create a new set of inspiring, inclusive images that reflect everyday cycling across the UK.

Cycling UK has championed cycling in the UK as a happier, healthier and greener way to live for over 140 years. It wanted new photography for use on its website, supporter communications, and to increase visibility of campaigns and promotions. Cycling in the UK is often seen as a white, male oriented, middle-class activity, so it was important to introduce images showing cyclists from a wide range of ethnicities, ages and socio-economic backgrounds. The images needed to showcase cycling as part of a varied, joyful lifestyle rather than as an elite sport.

The approach

We delivered two location shoots in Belfast and Cardiff, working with individuals from the Cycling UK community to ensure authenticity and relatability. Our focus was firmly on people first: capturing moments of connection, movement, and everyday utility, from commuting and group rides to social and family cycling.

In line with the brief, the shoots embraced a documentary-style approach, avoiding overly staged or polished visuals. Styling and direction prioritised fun over fashion, with inclusion at the heart of every scene. We incorporated a wide mix of ages, abilities, ethnicities, and cycling styles, and put a particular focus on women cyclists. We also made use of recognisable local landmarks to ground the imagery in place and highlight regional identity.

The result

The final image library delivered a broad, flexible set of assets across urban settings, including rider portraits, and lifestyle scenes. Cycling UK now has a stronger visual toolkit to demonstrate impact to supporters, engage communities, and support its communications. The images reinforce its messaging of cycling as accessible, joyful, and relevant to everyday life across the UK and are already being put to work as images to support the charity’s ‘Missing piece for safer streets’ campaign.