GXY Cycling

GXY is one of Zwift's largest cycling communities, with over 3,500 members across more than 30 countries running daily rides, training sessions, and a competitive racing programme. As co-founder and sole designer, I led a full rebrand from the ground up. New identity, brand guidelines, kit designs, and an ongoing website build. All of it self-directed. Designing to your own brief is harder than it sounds. No client to push back, no approval process to force clarity. Every decision I'd normally negotiate with a client, I had to argue with myself.