Walk Wheel Cycle Trust logo
Walk Wheel Cycle Trust’s rebrand (formerly Sustrans) aimed to make active travel feel essential and accessible while resolving confusion between its role and the National Cycle Network. A clearer name and flexible identity – defined as switched-on, straight-talking, friendly and fresh – uses ripple and map visuals to show community impact. Extensive testing balanced donor loyalty with wider appeal. The result is stronger recognition, improved public understanding, greater policymaker confidence and renewed organisational momentum. Over 33% say they’re likely to support vs. Sustrans at 24%.
