Rockets | Visual Identity

Client

Unibet Rose Rockets

Discipline

Design

Work

Visual Identity

Product

Rockets | Visual Identity

The Challenge

Unibet Rose Rockets is a professional cycling team with a mission to bring a new energy to the sport. As a team that prioritizes both elite performance and an expressive, innovative approach, they required a brand system that reflects their unique position in the professional circuit. The challenge was to build a comprehensive identity from the ground up that matches their ambitious DNA.

The goal was to create a vibrant, speed-first aesthetic that emphasizes the team’s personality and professional standards. This resulted in a versatile brand system that ensures the team is unmistakably recognizable on every stage, from global race broadcasts to the raw highlights of professional life shared on screen.

The Brand System

At the core of the identity lies a dynamic system of custom patterns, textures, and gradients. Moving away from static brand colors, a harmonized palette was developed that allows for a playful yet professional application across various mediums. These assets serve as the visual foundation, providing depth and energy to every design. By establishing a clear set of rules for how these elements interact, a scalable framework was created that remains consistent as the brand evolves.

Performance Apparel

The identity was first translated into a bold team kit, engineered to command attention in the pack. By utilizing the custom patterns and the fresh color palette, the apparel design emphasizes the team’s dynamic energy. These designs were optimized for maximum visibility and brand recognition during high-speed race coverage, ensuring the team’s expressive style translates perfectly to professional racing gear.

The Fleet

To complete the team’s presence within the race caravan, the visual identity was applied to the entire vehicle fleet. From the support cars in the heart of the peloton to the team bus at the finish line, every vehicle serves as a high-visibility touchpoint. The large-scale application of the brand’s gradients and textures ensures a unified and powerful appearance on the road, reinforcing the team’s professional stature throughout the entire race operation.

Digital

The visual identity serves as the engine for the team’s extensive digital presence and social media strategy. This involved the development of a comprehensive toolkit designed to elevate their storytelling across all platforms. A flexible system for YouTube thumbnails was established, ensuring a high-impact and consistent look that stands out in a crowded feed.

To further professionalize the team’s content, bespoke motion assets were produced. This included a custom intro, lower thirds, and various on-screen graphics that bring the brand’s textures to life. These assets were delivered as user-friendly templates, enabling editors to produce high-quality content at a fast pace. This workflow ensures that every video matches the standards of a global sports broadcast while maintaining a cohesive look across all digital touchpoints.

Campaign

Throughout the season, the identity was extended into mini campaigns that highlight key moments for the team, such as ‘Rockets on Tour’ and ‘Mission Giro’. Built on the foundation of the core brand system, each campaign introduces a custom logo variation and supporting graphic elements, showing how the identity can flex and evolve without losing its recognizable character. This flexibility allows the brand to live beyond its core applications and adapt to different stories throughout the season.

Project Outcome

Systematic Impact

The project resulted in a 360-degree brand system that empowers the team to scale their operations. By delivering a modular set of guidelines and assets, Unibet Rose Rockets now possesses a consistent visual framework. This ensures their professional image remains intact across every physical and digital touchpoint as they continue their journey to the highest level of the sport.

Disruptive Identity

The final identity successfully establishes Unibet Rose Rockets as a modern force in the professional peloton. It captures the team’s unique blend of elite ambition and expressive personality through a vibrant aesthetic. This transformation provides the team with a distinct visual edge, ready to showcase their potential on the world’s biggest stages.