Hustle Pro Cycling was evolving from its Toronto Hustle roots into a national organization, with ambitions to be recognized alongside top-tier teams. The identity needed to reflect that shift in scale and positioning.

The work involved developing a full visual identity from the ground up, including logo, colour palette, typography, and a complete suite of social and race day collateral. The identity was applied across digital platforms and physical assets, from social graphics and the website to car wraps, posters, and finish line installations.

The rebrand supported the team’s transition to a national presence and established a more cohesive and competitive visual identity.