Once HR Groep acquired a front position for their tent at the entrance to the Velo-City 2017 international cycling conference in Arnheim-Nijmegen, it was clear they needed a bold design to greet guests to the event. The concept was to create a casual place for conference-goers to enjoy a coffee, talk with other experts, policy makers and industry leaders, while enjoying a comfortable and beautiful surrounding and learning about HR Groep’s dedication to cycling infrastructure. I was hired to design a logo for their “café”, and make a wrap that could span the outside of the tent using photos acquired from Thomas Schlijper. These images perfectly capture the remarkable ease, pragmatism and sexiness of cycling in the Netherlands as the backdrop to the tent, so visitors from the Netherlands and abroad are given an immediate impression of the social and environmental benefits gained by investment in cycling.

Photos used in the wrap are from Thomas Schlijper, seen at www.schlijper.nl.