Named in honour of Australia’s first Tour de France winner, Cadel Evans, The Victorian Major Events Company, on behalf of the State Government of Victoria, and in partnership with Cadel Evans and his management created the Cadel Evans Great Ocean Road Race in 2015. The event needed a visual identity and campaign look and feel in order to attract fans, world class cycling teams, sponsors and UCI classification. Being the first event of its kind in Australia and inspired by the prestigious Spring Classics of Europe, the elite one day race format promised to deliver high excitement and intense competition

Working closely with numerous stakeholders, Self-titled helped to develop the Cadel Evans Great Ocean Road Race visual identity and brand guidelines. A graphic interpretation of the serpentine curves of the Great Ocean Road, the logotype is immediately recognisable to anyone who has driven or ridden its winding bends. The winding road was further referenced by a torn paper graphic which allowed the splicing of different imagery while avoiding the cliché photo-montage so common in sports branding. In addition to the event identity, Self-titled also created the awarded jerseys and 2015 programme and in 2016 the event website and associated artwork for digital and outdoor advertising.

Achieving UCI sanctioning in its first year and a selection of high level sponsors, Self-titled’s pre-launch work helped to set up what proved to be one of the greatest weekends of cycling Australia has ever seen. Several thousand people participated in the Momentum Energy People’s Ride in the first year, including the Australian Prime Minister, and the annual event has now become a highlight on the Australian sporting calendar.

Event photography by Graham Watson