October, 2017

Unknown Rider Development Team (URDT) is focused on coaching a group of riders who are unsure where to start or fear getting lost in an oversubscribed club. Introducing a team of riders every year URDT will help them gain experience and achieve their goals.

Ali Bird talks to Kevin Beck about setting up a cycling club and how to stand out from a saturated market.


Tell me more about this project and how you got involved?

Unknown Rider Development Team has been a project myself and the rest of the team have been slowly building for the past year. Created from the realisation there weren't any local cycling clubs or teams offering what myself and a few likeminded individuals were looking for, we decided to do things a little differently and set up our own team, on our terms. Many conversations and pub meetings later, URDT was born and has recently celebrated a successful launch night.

You worked on the branding for the team, what do you think about how this translated to different platforms, I think I saw a beer glass, but more specifically the web?

An early goal of the team was to set itself apart from the cycling club look. URDT is aiming to attract five new riders each season, to do so, we wanted the design and brand to aid our goal of becoming an aspirational team - everyone wants to look good. The brand has been adapted and rolled out across the web seamlessly with a huge thanks to Multiple States. Incorporating and developing the Unknown insignia to animate as the page loads, controlling the video footage by tracking the mouse and adapting this feature to mobile have all been invaluable insights and progressions thanks to Multiple States.

What is next for this project and website?

URDT is slowly nearing the end of its maiden racing season — training for the upcoming 2018 races in the early new year has recently begun likewise has the admin involved with approaching additional sponsors to help grow the team further and attract youth and female rider(s). The team has grown very organically, the same mentality has been applied to the site. With phase 1 now complete we will likely look to expand on the existing and continue to grow the site as the brand and team evolve. There are exciting times ahead!


  • Branding & Design - Ali Bird
  • Development & Design - Kevin Beck