Automatic Racing
Giving a brand a
leg up in the field.
What did we do?
Strategy • Branding • Uniforms • Swag • Photography - Ron Short
Launching a cycling team takes more than riders and equipment. It takes a brand people believe in.
Automatic Racing approached us with a clear vision: create a team identity that reflected the grit, discipline, and confidence required to compete at the highest levels of the sport.
Working closely with founder Tom Gibbons, we developed the brand strategy, identity system, team kits, merchandise, and supporting visual assets that helped establish Automatic as a credible and recognizable presence within the cycling community.
The result was a cohesive brand built to inspire pride among riders, attract supporters, and
stand out in a crowded field.
The "A".
When we began talking with Tom about his training and how he planned to coach his team, one thing stuck out. He described his coaching and training methods as 'giving you that extra push'. Like a little button you press that triggers that "I can win this" attitude. That made sense to us. So we made a button in the "A" that can be pushed for a lil' something extra.
The Kit.
To run a team, you need money, and when another brand gives you some cash, you better believe they want those riders to be their billboards. The problem was two-fold. The kit would need to be eye-catching in the peloton and include sponsor space.
Orange and blue with a simple blocking became the backdrop.The color and design are bold enough that, when the peloton whizzes by at 30 miles an hour, the team would stand out and so would sponsors. Problem solved.
Further & farther.
After the brand was done and we'd hung up our kits, Tom reached back out with an idea. He's a big fan of nostalgic jerseys, ones with a beautiful script lettering right along the chest. The working relationship was great, and we love that ephemera too, so "YES" was the answer. We got out the pencils and paper and drew up a few hundred. We landed on this version. The sharp angles and upward motion nod to the turns of a track and the momentum you need to win a race. Plus, it made for a killer team hoodie.
