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Cyclists and Drivers – Let’s be Friends

City of Sydney

Cycle Safe Campaign

Brand and Communications

The number of Sydney cyclists has doubled in the last three years. In response to this increase, City of Sydney is encouraging cyclists to ride safely and graciously on its new network of cycleways to create harmony in the city.

The campaign brings a fresh, friendly air to a topic full of animosity. I’ve been admiring the aesthetic of the posters since they started to go up throughout the city.
Penny Buchanan,
Sydney cyclist

Appealing to a mixed bunch

To grab the attention of cyclists of every tribe – from the sub-culture of contemporary cyclists and hobbyists to the veteran purists – we tailored our creative away from the regular safety signage and scaremongering tactics and took a more artistic approach.

Finding the common thread

Our extensive research revealed that cyclists have an appetite for the authentic. Tapping into the zeitgeist of an aesthetic generation, our Design Director Benjamin Hennessy designed a bespoke type, hand-drawing every element. The level of craft in the cycle-centric font creates the desire to think, slow down and take care. “Conversations about cycling are full of animosity and we wanted to create something positive”, says Hennessy, “this is more art with a message.”

Riding high in Sydney

Installed at 89 targeted outdoor sites in Sydney, the posters align with City of Sydney’s larger ‘art of gracious cycling’ campaign, encouraging riders to be more aware of their behaviour and help achieve harmony on Sydney’s roads.


Frost* collective & City of Sydney Bike Posters in the press:

Nominated: Graphic Design – Illustration and Type, Sydney Design Awards 2014

The campaign is quirky and taps into the zeitgeist. It visually represents who and what is cycling today.
Steve Howlett,
Design Manager,
City of Sydney
City of Sydney’s commitment to creating a better future for the people who live and work in this city is absolutely something we want to be a part of.
Vince Frost