Ulla Puggaard Ltd
As a passionate cyclist and long-time admirer of Transport for London’s iconic visual identity, I was absolutely thrilled to be invited to pitch for the TfL x Santander Cycles campaign by the incredible team at VCCP / Girl&Bear.
From the first brief, there was an exciting sense of possibility what started as a vague creative direction quickly turned into a studio buzzing with sketches, ideas, and energy.
Creative Brief & Direction
The core of the brief was clear:
VCCP wanted a bespoke typographic approach that stood out no repeated letters, full of character, and rich in detail. The visual language needed to resonate with the book cover/poster aesthetic, while working with the dynamic photography style.
We explored a wide range of styles, from cut-paper forms to expressive brush strokes, always circling back to the balance between personality and function.
Design Challenges
TfL serves a diverse and wide-ranging demographic, so two key technical considerations were at the forefront:
Colour accessibility, ensuring palettes met contrast and inclusivity standards.
Legibility, the custom typography had to read clearly across multiple formats, sizes, and environmental conditions.
There were also a few technical constraints on implementation, but working closely with the VCCP team allowed us to problem-solve quickly and creatively.
Collaboration & Results
Working with VCCP was genuinely fun and deeply rewarding. Their openness to experimentation and their clarity on strategic goals made for a seamless process. We managed to meet the requirements of multiple stakeholders while keeping the creative spirit alive.
Special thanks to the amazing in-house design team for their support.
Reflection
This project brought together so many things I care about my love of cycling, a long-standing admiration for TfL’s design heritage, and the chance to create something fresh, and accessible.
Big love to the whole VCCP / Girl&Bear team.