Cycling UK has appointed London-based creative agency Elvis to oversee a top-down brand refresh at the conclusion of a three-way competitive pitch process.

Through the appointment, the sport-focused charity will now look to reposition itself as a cause-led outfit and engage new audiences in the highly-crowded charity space.

Elvis will now develop a new brand strategy, tone of voice and look-and-feel for Cycling UK, helping the charity to more effectively communicate the breadth of its work.

“We were thoroughly impressed by the Elvis team’s energy, creativity, and strategic vision for our brand, which stood out to our pitch panel across the board,” Cycling UK director of external affairs, Sarah McMonagle said.

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“As a certified B Corp, the agency’s commitment to impactful work aligns perfectly with our values. We look forward to a proactive and collaborative partnership that will push us to increase our impact in the right way.”

This latest account win aligns with the agency’s B Corp status, and follows on from a series of recent coups, which include securing Birds Eye’s creative business.

Elvis CEO, Tanya Whitehouse added: “We’re thrilled to have been appointed to develop a new brand for Cycling UK, as its mission is a natural fit with our values as a B Corp.

“Encouraging more people to cycle will not only improve individual health and wellbeing but will also contribute to safer roads and cleaner air. This is an exciting opportunity to craft a brand strategy that drives long-term value while supporting the greener, healthier, and happier future we all want.”