Branding and transit media specialist, Graffiti, has recently given MTN's professional cycling team, MTN Qhubeka, a fresh new look by branding five of the team's vehicles.
The various transporters and race vehicles have been branded with MTN's signature yellow colours along with the company's Qhubeka corporate social investment logo in an attempt to generate awareness around the Qhubeka project, whilst at the same time providing the country's number one cycling team with a bold new race image.
Commenting on the vehicles, Doug Ryder, Team Principal of MTN Qhubeka Cycling says, "The five vehicles form a fundamental part of our cycling infrastructure as they not only provide transportation for the cyclists and their bikes to the various races, but they also include our race vehicles that ride behind our cyclists on race days. Hence it was essential that the image we created for the vehicles would draw attention to the team and its sponsors, whilst also alerting people to our Qhubeka programme."
In 2011 MTN renamed its cycling team after its well-known Qhubeka corporate social investment project in an attempt to raise public awareness of this unique work-to-earn initiative where children are able to earn their own bicycles. The MTN Qhubeka partnership is a unique cause-related sponsorship that aims to not only help promote Africa's first world-class cycling team, but to also use this association to leverage significant corporate support for the establishment of cycling as a practical transportation means.
Ryder is passionate about the Qhubeka initiative and sees the team's association as an important one, "As Africa's top cycling team, we have a role to play in drawing attention not only to the sport but to cycling as an affordable and environmentally-friendly way of getting people around. By aligning ourselves with this worthy project we hope to generate a great deal of public and corporate interest and investment in MTN's Qhubeka packages that will help further the aims of this initiative and the newly-branded vehicles are just one way of getting this message across."
The eye-catching new design for the vehicles was created in a collaborative effort between MTN Qhubeka and the in-house Graffiti designers. Graffiti Director, Gavin Schlaphoff elaborates, "We were very motivated by this amazing initiative and we wanted to create a really impactful look for the vehicles that would instantly get people's attention. The MTN Qhubeka team's passion for the project is tangible and that drove us to want to create a fantastic product for them. And as Africa's number one cycle team, it was only fitting that they had a world-class look for their vehicles!"
Ends Ryder, "Our decision to work with Graffiti this year really paid off - we formed a fantastic working partnership that has lead to more doors opening for the Qhubeka programme. But more than that - the quality of their product, their professionalism and enthusiasm and ultimately the effort they put in to deliver exceptional results puts them in league all their own."