Set in the heart of the stunning Brecon Beacons in Wales, Dirt Farm is a community focused bike park with trails that cater for intermediate to professional riders.
From the company formerly known as Black Mountains Cycle Centre, this brief originally came to us as a website update. After our initial workshop with the team, it became apparent that their current brand was not communicating what they actually do. We saw this an opportunity to rebrand and strengthen the values of what makes this space so unique.
Our branding journey is inclusive. We encourage collaboration with clients, so we are all on the same page very quickly. One of the biggest challenges we faced was that it is not a cycle centre, but a bike park — which was leading to confusion for customers. After workshopping through ideas, we settled on the name Dirt Farm, which is a name that the team was already using internally. Dirt Farm is based on the surrounding working farm, so it felt like the perfect name to reflect what they do.
After settling on the name, we went through the branding process to create a whole new identity to tie into the energy and vibe of the brand. A key feature that stood out as something we wanted to bring into the logo was the landscape and feature jump on Full Moto. Trail builder Shaun has always taken inspiration from The Skirrid, which is the backdrop as you look down the trails. The feature jump is based on this silhouette with a tunnel through it. We developed a logo icon around this.
With the new brand in place, we tackled the original brief, which was to give the website a whole new look and make sure this was consistent across their online presence, including social media channels. We went on to support them with their digital marketing, supporting their organic social media execution to launch new and exciting events such as Ladies' Day.
This has been a brilliant team-building exercise for us as a company. Through this process, we’ve found out who we are and defined our ethos.
GWENDA BINNS — OWNER
This has been a strengthening rather than changing. Now we can be true to ourselves, so we can continue to develop as a prominent bike park. The guidance and support we’ve had has been marvellous - as we say in Welsh, ardderchog!