Odense is indeed a city of bicycles. Stupid helped Cyklisternes By, Odense to stand out more in their communication towards the citizens. Both visually and verbally. There are many great bike-related initiatives taken, both by the individual and by the municipality, to encourage the cycling. Therefor we needed to create a new identity that could cover all the future campaigns within the organization, and we ended up with a toolbox of elements that could be combined in numerous ways. Without being in doubt that the voice was "Cyklisternes By".