2024
Madison
The UK's leading distributor of cycle parts and accessories · Vittoria. Italian heritage, race-winning performance.
B2B
E-Commerce
Overview
Madison is the UK’s largest bicycle parts and accessories distributor, representing some of the most recognised and trusted brands in the cycling industry. With deep roots in both retail and performance cycling, Madison plays a central role in shaping the UK's cycling market—bridging the gap between innovation, sport, and lifestyle.
Project Scope: Digital Design, Wayfinding Event Design, Email Marketing, Social Media Marketing
The cycling industry is high-paced, competitive, and increasingly driven by community engagement and brand storytelling. Madison operates a portfolio of distinct in-house brands, including Saracen, Madison Clothing, Ridgeback, and Genesis—each catering to specific audiences from trail riders to city commuters. Madison is also the organiser of IceBike, a flagship B2B trade event for dealers and press.
Project Scope:
As part of Madison’s in-house design team, my role spanned multi-brand and multi-channel projects:
Seasonal and promotional campaigns across Madison Clothing, Saracen, Ridgeback, and Genesis
Website banners, homepage visuals, and digital promos for social media or email
Social media assets for product launches, events, and branded storytelling
Problem
Madison needed to create clear, high-impact campaigns that could cut through a busy market and support their brands in telling distinct stories, all while reinforcing Madison’s credibility as a market leader. Additionally, for IceBike 2023/24, there was a need to create a cohesive event environment that was both functional and brand-forward.
Project goals:
Deliver creative campaigns that resonate with each brand’s unique audience
Ensure digital and physical brand visibility across all touchpoints
Create a seamless, engaging attendee experience at IceBike through clear and effective wayfinding
Uphold Madison’s reputation for quality and consistency in every design output
Brainstorming and idea generation:
The creative process often starts with strategy meetings between brand managers, marketing, and the design team. We built visual directions based on brand tone, audience expectations, and campaign goals, supported by mood boards, wireframes, and visual prototypes. For IceBike, cross-department planning was crucial—we mapped attendee journeys and designed signage based on flow, space use, and brand presence.
How this project helped me grow as a designer:
This multi-brand environment honed my ability to adapt design sensibilities while maintaining professional standards across every output. Collaborating closely with internal stakeholders, I learned how to translate marketing goals into design systems. IceBike also taught me how to plan large-scale environmental graphics with precision, attention to detail, and user experience in mind.
Solution
Most of the work sat within broader seasonal or product launch campaigns, designed to scale across channels and retailers. IceBike, while a standalone event, was deeply connected to the wider Madison brand strategy, supporting key product showcases and B2B relationships.
Tailored design assets:
Web – Homepage banners, product pages, feature callouts
Social – Instagram posts, reels, Facebook event promos, and short-form video thumbnails
Print – Posters, standees, directional signage, and trade materials for IceBike
Events – Venue graphics, wayfinding systems, welcome zones, and branded backdrops
Each brand had its own set of guidelines, which I used to ensure cohesion and clarity across platforms. For multi-format campaigns, I developed flexible design systems to adapt layouts while preserving tone and hierarchy. Event signage for IceBike followed a modular style rooted in the Madison master brand, ensuring consistency from arrival to exit.
How did you adapt to time, budget, or creative constraints?
Fast-moving product launches required efficient file setup and templated systems. Tight turnarounds and large asset volumes meant prioritising clarity and scalability. For IceBike, we had to design within venue limitations and print logistics, so close collaboration with the event and production teams was key.
Show examples of the design in a public space or at an event:
IceBike 2023/24: My wayfinding designs were fully installed throughout the event space, directing attendees to demo zones, talks, and product displays. Branded welcome areas and environmental graphics elevated the visitor experience and reinforced Madison’s premium presence.
Brand Campaigns: My web banners and social assets were live across Madison’s website and social platforms, also visible through retail partner promotions and dealer microsites.
More Works
©2024
2024
Madison
The UK's leading distributor of cycle parts and accessories · Vittoria. Italian heritage, race-winning performance.
B2B
E-Commerce
Overview
Madison is the UK’s largest bicycle parts and accessories distributor, representing some of the most recognised and trusted brands in the cycling industry. With deep roots in both retail and performance cycling, Madison plays a central role in shaping the UK's cycling market—bridging the gap between innovation, sport, and lifestyle.
Project Scope: Digital Design, Wayfinding Event Design, Email Marketing, Social Media Marketing
The cycling industry is high-paced, competitive, and increasingly driven by community engagement and brand storytelling. Madison operates a portfolio of distinct in-house brands, including Saracen, Madison Clothing, Ridgeback, and Genesis—each catering to specific audiences from trail riders to city commuters. Madison is also the organiser of IceBike, a flagship B2B trade event for dealers and press.
Project Scope:
As part of Madison’s in-house design team, my role spanned multi-brand and multi-channel projects:
Seasonal and promotional campaigns across Madison Clothing, Saracen, Ridgeback, and Genesis
Website banners, homepage visuals, and digital promos for social media or email
Social media assets for product launches, events, and branded storytelling
Problem
Madison needed to create clear, high-impact campaigns that could cut through a busy market and support their brands in telling distinct stories, all while reinforcing Madison’s credibility as a market leader. Additionally, for IceBike 2023/24, there was a need to create a cohesive event environment that was both functional and brand-forward.
Project goals:
Deliver creative campaigns that resonate with each brand’s unique audience
Ensure digital and physical brand visibility across all touchpoints
Create a seamless, engaging attendee experience at IceBike through clear and effective wayfinding
Uphold Madison’s reputation for quality and consistency in every design output
Brainstorming and idea generation:
The creative process often starts with strategy meetings between brand managers, marketing, and the design team. We built visual directions based on brand tone, audience expectations, and campaign goals, supported by mood boards, wireframes, and visual prototypes. For IceBike, cross-department planning was crucial—we mapped attendee journeys and designed signage based on flow, space use, and brand presence.
How this project helped me grow as a designer:
This multi-brand environment honed my ability to adapt design sensibilities while maintaining professional standards across every output. Collaborating closely with internal stakeholders, I learned how to translate marketing goals into design systems. IceBike also taught me how to plan large-scale environmental graphics with precision, attention to detail, and user experience in mind.
Solution
Most of the work sat within broader seasonal or product launch campaigns, designed to scale across channels and retailers. IceBike, while a standalone event, was deeply connected to the wider Madison brand strategy, supporting key product showcases and B2B relationships.
Tailored design assets:
Web – Homepage banners, product pages, feature callouts
Social – Instagram posts, reels, Facebook event promos, and short-form video thumbnails
Print – Posters, standees, directional signage, and trade materials for IceBike
Events – Venue graphics, wayfinding systems, welcome zones, and branded backdrops
Each brand had its own set of guidelines, which I used to ensure cohesion and clarity across platforms. For multi-format campaigns, I developed flexible design systems to adapt layouts while preserving tone and hierarchy. Event signage for IceBike followed a modular style rooted in the Madison master brand, ensuring consistency from arrival to exit.
How did you adapt to time, budget, or creative constraints?
Fast-moving product launches required efficient file setup and templated systems. Tight turnarounds and large asset volumes meant prioritising clarity and scalability. For IceBike, we had to design within venue limitations and print logistics, so close collaboration with the event and production teams was key.
Show examples of the design in a public space or at an event:
IceBike 2023/24: My wayfinding designs were fully installed throughout the event space, directing attendees to demo zones, talks, and product displays. Branded welcome areas and environmental graphics elevated the visitor experience and reinforced Madison’s premium presence.
Brand Campaigns: My web banners and social assets were live across Madison’s website and social platforms, also visible through retail partner promotions and dealer microsites.
More Works
©2024
2024
Madison
The UK's leading distributor of cycle parts and accessories · Vittoria. Italian heritage, race-winning performance.
B2B
E-Commerce
Overview
Madison is the UK’s largest bicycle parts and accessories distributor, representing some of the most recognised and trusted brands in the cycling industry. With deep roots in both retail and performance cycling, Madison plays a central role in shaping the UK's cycling market—bridging the gap between innovation, sport, and lifestyle.
Project Scope: Digital Design, Wayfinding Event Design, Email Marketing, Social Media Marketing
The cycling industry is high-paced, competitive, and increasingly driven by community engagement and brand storytelling. Madison operates a portfolio of distinct in-house brands, including Saracen, Madison Clothing, Ridgeback, and Genesis—each catering to specific audiences from trail riders to city commuters. Madison is also the organiser of IceBike, a flagship B2B trade event for dealers and press.
Project Scope:
As part of Madison’s in-house design team, my role spanned multi-brand and multi-channel projects:
Seasonal and promotional campaigns across Madison Clothing, Saracen, Ridgeback, and Genesis
Website banners, homepage visuals, and digital promos for social media or email
Social media assets for product launches, events, and branded storytelling
Problem
Madison needed to create clear, high-impact campaigns that could cut through a busy market and support their brands in telling distinct stories, all while reinforcing Madison’s credibility as a market leader. Additionally, for IceBike 2023/24, there was a need to create a cohesive event environment that was both functional and brand-forward.
Project goals:
Deliver creative campaigns that resonate with each brand’s unique audience
Ensure digital and physical brand visibility across all touchpoints
Create a seamless, engaging attendee experience at IceBike through clear and effective wayfinding
Uphold Madison’s reputation for quality and consistency in every design output
Brainstorming and idea generation:
The creative process often starts with strategy meetings between brand managers, marketing, and the design team. We built visual directions based on brand tone, audience expectations, and campaign goals, supported by mood boards, wireframes, and visual prototypes. For IceBike, cross-department planning was crucial—we mapped attendee journeys and designed signage based on flow, space use, and brand presence.
How this project helped me grow as a designer:
This multi-brand environment honed my ability to adapt design sensibilities while maintaining professional standards across every output. Collaborating closely with internal stakeholders, I learned how to translate marketing goals into design systems. IceBike also taught me how to plan large-scale environmental graphics with precision, attention to detail, and user experience in mind.
Solution
Most of the work sat within broader seasonal or product launch campaigns, designed to scale across channels and retailers. IceBike, while a standalone event, was deeply connected to the wider Madison brand strategy, supporting key product showcases and B2B relationships.
Tailored design assets:
Web – Homepage banners, product pages, feature callouts
Social – Instagram posts, reels, Facebook event promos, and short-form video thumbnails
Print – Posters, standees, directional signage, and trade materials for IceBike
Events – Venue graphics, wayfinding systems, welcome zones, and branded backdrops
Each brand had its own set of guidelines, which I used to ensure cohesion and clarity across platforms. For multi-format campaigns, I developed flexible design systems to adapt layouts while preserving tone and hierarchy. Event signage for IceBike followed a modular style rooted in the Madison master brand, ensuring consistency from arrival to exit.
How did you adapt to time, budget, or creative constraints?
Fast-moving product launches required efficient file setup and templated systems. Tight turnarounds and large asset volumes meant prioritising clarity and scalability. For IceBike, we had to design within venue limitations and print logistics, so close collaboration with the event and production teams was key.
Show examples of the design in a public space or at an event:
IceBike 2023/24: My wayfinding designs were fully installed throughout the event space, directing attendees to demo zones, talks, and product displays. Branded welcome areas and environmental graphics elevated the visitor experience and reinforced Madison’s premium presence.
Brand Campaigns: My web banners and social assets were live across Madison’s website and social platforms, also visible through retail partner promotions and dealer microsites.
More Works
©2024