Kingston is one of three London boroughs sharing a £100m pot of money to improve local cycling facilities. It was clear from the start that the scheme was not simply to appeal to people who were already enthusiastic cyclists. The idea was to encourage people who wouldn’t normally cycle to consider getting on two wheels, not just at the weekend in the park but to see cycling as a viable form of transport, getting cars off the road and improving quality of life in the process. The idea to some extent mirroring the cycling culture that exists in countries like the Netherlands and Denmark. It was about more than just cycling and we reflected this in the flexible brand that we created. ‘GO’ was the prefix for a number of potential activities: cycle, walk, commute. A high profile project for Kingston, we created a fresh and arresting and memorable visual identity to reflect a fresh and renewed attitude to public realm in the borough.