Ride to beat depression

Go for Broke is a charity event created by Loop’s Managing Director Ed Kirk, supporting mental health through Lifeline. 

After continued success and growth, in 2018 Loop took the opportunity to review and evolve the brand identity created in 2015.

Working closely with the Go for Broke committee – all passionate cyclists. Loop was tasked to modernise the brandmark, cycle kit, website, apparel and other comms. The committee wanted to make sure the kit received by all participants was not just worn on the day of the event, but cool enough to wear on any ride during the year.

“We have a lot of riders who participated in previous years. They and new riders a like were so impressed with the new identity and kit – they all see it as a reflection of how professional the event has become. Everyone loves the new kit. I love it. Thanks guys.” Simon McMahon – GFB Committee Marketing Co-ordinator.