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Branding / Design

Hell of the South

We created a bold and adventurous brand identity and touchpoints for Hell of the South, one of the most iconic events on the Tasmanian cycling calendar.

Hell of the South is a 60km gravel cycling race held annually in Cygnet, Tasmania. The race aims to provide an exhilarating and challenging cycling experience for participants, while showcasing the picturesque countryside of Tasmania.

The logo features bold, playful typography and an illustration of a playful devil – to help convey the toughness and adventurous spirit of the race.

The branding for the race is centred around the dark colour scheme, with red and white – providing a sense of excitement and danger, which is applied across social media, merchandise, advertising and promotional posters.