Adelaide Track League brings DJs, Food Trucks, Bars and Track racing under the one roof. Fun, loud and exciting, it aims at bringing a new level of interest to track racing in South Australia.

Born during the Covid lockdown, it was a bit of a wait until round 1, but it was worth it. ATL is now a staple on the Track racing scene in South Australia.

BRANDING – PRINT – DIGITAL – ENVIRONMENT – APPAREL

 
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Adelaide Track League hashtag
 

We were approached by Cycling SA (Aus Cycling SA) to develop ATL as a looser, grittier, dirty cousin to the standard sporting event. All about fun, beers and beats, the brand was to be a little eclectic, out there, but also had to showcase world class track racing.

A cyclist in a white and blue uniform and helmet racing on an indoor velodrome with spectators cheering in the stands.
Track cyclist in a velodrome, racing on a wooden track with advertisements including the Government of South Australia and Australian Sports, in a race with several riders.
Cyclists participating in a track cycling race inside a velodrome with spectators watching from the stands.
A cyclist in a red and white uniform riding a track bike with a disc wheel on an indoor velodrome, with spectators seated in the stands in the background.
Indoor cycling track with multiple cyclists in a race, some on the track and others coaching or spectating on the sidelines, inside a sports arena with banners and a crowd.

A bold typographic direction mated with a thick abstracted velodrome are used hand in hand along with bright colour and imagery to offer an eclectic in your face feel.

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Poster for Adelaide Track League featuring two cyclists on a velodrome track with bold white and yellow text listing event dates and activities, and various sponsor logos at the bottom.
Cover page of Adelaide Track League guidelines, featuring a large stylized neon yellow-green track outline over a wooden track background, with text indicating version 1 from February 2020.

Collateral was big bold and bright, utilising the distinctive typography and bold icon intertwined with photography.

A promotional flyer for the Adelaide Track League featuring a cyclist in a racing outfit and background text with event details, dates, and location at Adelaide Superdome.
Adelaide Track League Animation bite
Adelaide Track League Animation bite
Adelaide Track League Animation bite

A tonne of social content was developed to promote the event - and subsequent events that allow internal rollout of specific dialled content as required.

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Adelaide Track League social
 
A woman with short blonde hair in a white shirt, with 'Adelaide Track League' printed on the back, standing at an indoor cycling track with cyclists and other staff in the background.
A female cyclist in racing gear, wearing a red helmet and glasses, riding a red Cervélo track bike during a race or practice at an indoor velodrome. Spectators are in the background seated on white bleachers.
Cyclists competing in a track cycling race at an indoor velodrome, with officials and spectators in the background.
Back view of a cyclist wearing a blue, white, and yellow Australian national team uniform, with a black helmet and a gold chain necklace, standing in a velodrome with other cyclists and a person in a blue shirt in the background.