Sisu is a Finnish term that can be roughly translated into English as strength of will, determination, perseverance, and acting rationally in the face of adversity. Sisu is not momentary courage, but the ability to sustain that courage. It is a word that cannot be fully translated.

Sisu Racing is a group of Zwift cyclists from across the globe who are united by a racing spirit and the concept of Sisu.

At their core - to enable human connection and athletic performance in digital racing worlds.

BRANDING – PRINT – DIGITAL – PROMOTION – APPAREL

 
 
 
 

We helped SISU Racing develop a unique brand that enabled a detailed and varied rollout across digital, in-game and real worlds.

 

Typography and strength in colour were the key devices to build from. The unique letterforms and qualities of Halunke by Elena Schneider made it a wonderful choice.

 
 
 
 
 

We developed a heap of graphics and branded content for a super clean squarespace website and helped SISU pull it all together.

Laptop displaying a website for SISU Racing featuring a van painted with the SISU Racing logo and a bicycle on its roof, set against a sunset sky with a winding road.
Tablet displaying a webpage about SISU Racing, with text defining SISU as a Finnish concept of resilience and determination, and sections about racing events and latest news.
A digital tablet displaying a webpage for Zwift Racing League with a graphic of a bicycle on a blue background with repeated text.
Blue racing jersey with orange and white accents, featuring the text 'SISU Racing', displayed against a blue background with repeated 'The SISU Shop' branding and tagline 'Home of the famous SISU kits (and more to come)'.
Green background with repeating 'Dulathlon League Zwift' text, a blue athletic outfit with 'SDU Racing' logo, and a slogan 'Ride strong and run fast!'
A MacBook Pro displaying a virtual cycling race game with cyclists on a rural road, surrounded by trees and a river, on a red background with 'LIVE STREAM' repeated and a message about streaming races on YouTube.
A bottled sports drink with a blue and orange label and a white cap on a teal background with the repeated text 'Race Schedule'.
Orange running shoe with white laces on a blue background with repeated text 'Running League Zwift' and the message 'Lace up and join us...'
Design promoting the SISU Race with a background pattern of repeating text 'SISU RACE' in gray, featuring a circular arrangement of six racing-themed bottles with logos, and orange and blue text 'SISU RACE SISU RACE SISU RACE' across the center.
SISU Racing cycling jersey and a can with SISU branding, set against a background with repeated text 'SISU RIDE' in gray and orange.
Blue and black cycling bib shorts with orange and black accents and side logos.

We also developed a swag of top notch cycling kit for the team, as well as an in-game kit design too! It’s way cool!!

Blue racing cap with SSOU Racing logo and orange speed lines design.

 In-game kit on Zwift

A Trek road bicycle with a blue and orange frame, black tires, and drop handlebars.
 
Aerial view of a forest with a dirt road running through it and a pond nearby, overlaid with the text 'TEAM MANTU' and 'The Finnish spirits of Earth'.
Social media post about Team Kave, a Finnish air racing team, showing a northern lights photograph, a navy blue presentation slide, and an orange recruitment flyer.

A social media content kit was also developed with graphics, typography and added extras to help SISU deliver a solid Brand experience.