Sky and British Cycling approached us as they were planning the launch of a new pro cycling team - their ambition being to create the greatest sports team in the world. The brief to us was to create a distinctive brand for this soon-to-be launched team. For them, creating a strong brand with a clear identity was key for attracting world class riders, commercial partners and fans.

The driving force behind the team is a single-minded obsession with the 'aggregation of marginal gains'. These tiny advantages are the difference between winning and losing, good and great, convention and innovation. This inspired the idea we created to identify this new brand: 'The Line'. The Line (realised in a distinctive blue graphic) represents the sum of all of these tiny advantages and represents the philosophy at the heart of the team.

Having been adopted by the team, The Line appears on all Sky Pro Cycling kits, equipment, vehicles, communications, collateral and stationery. From launch, The Line has been voluntarily adopted by broadcasters/journalists, partners and fans as being both a shorthand device for communicating the team's philosophy and a way to recognise the team when in public. This has been reflected in broadcasts, press cuttings and public blogs alike.