We’re proud to announce that we’ve changed our name to Walk Wheel Cycle Trust, reflecting our mission to make people-powered movement possible for everyone.
Along with our new name and refreshed brand, we’ve launched our new five-year strategy, focusing on building, connecting and empowering communities across the UK.
The new name and branding follow a year of research, focus groups and testing which showed that people wanted a clearer, more accessible name that immediately explained what we do.
Xavier Brice, CEO of Walk Wheel Cycle Trust said:
"Walk Wheel Cycle Trust is still the same charity that’s been changing lives since 1977 but it’s now clearer who we are and the work we deliver. Our new name, fresh look and exciting strategy mean we can continue to engage with communities across the UK, care for the National Cycle Network and go further in making walking, wheeling and cycling more accessible for everyone".
Walk Wheel Cycle Trust collaborated with Red Stone, a creative agency specialising in charity rebranding, to complete the work.
On working with the charity, Rich Corr, Associate Creative Strategy Director at Red Stone said:
"This project has been a collaboration from start to finish. Walk Wheel Cycle Trust is a remarkable organisation powered by incredible humans doing amazing things. Helping bring that people-power to life through the brand and setting the charity up to have an even bigger impact in the future has been a real privilege."
Credit: Michael Kelly/Walk Wheel Cycle Trust
As we set out our ambitions for the next five years, we’ve reaffirmed our dedication to the National Cycle Network. Now in its 30th year, the Network stretches 12,000 miles across the UK, with a target of 1,000 new and improved miles by the end of 2030.
Our new strategy also sets out our goal to create thriving communities where people can move with ease, making walking, wheeling and cycling accessible, safe and an easy choice for everyone.
