BEKING

Develop a format from scratch that can engage professionals, amateurs, and families.

Develop a format from scratch that can engage professionals, amateurs, and families.

BEKING Monaco started as a cycling celebration but is much more! The ultimate goal of the event is to raise awareness about sustainable mobility and road safety and to actively contribute to fundraising for charitable foundations through the BeKing Association.
We started with the essentials to design the entire visual identity of the event: a few lines and three colors.

SPEEDY was created to provide a voice distinct from the institutional one, aimed at engaging a target audience not solely interested in the purely sporting and institutional aspects of the event. Speedy is the narrator for all editorial lines focused on education, entertainment, and soft mobility. Although the mascot of a sports competition, Speedy emphasizes the values that the sport seeks to convey. Initially conceived as a digital mascot, SPEEDY took on a physical form starting from the third edition of the event.

We also created and managed the entire digital communication for the event: from the website to the social media editorial plan, aiming to engage not only cycling enthusiasts but also the Monaco community and to make this event a highly anticipated annual fixture.

ZERO TO HERO We organized the complete production of the event: from the construction of the track to the welcoming of attending dignitaries. We had the honor of hosting the Prince of Monaco, who supported the initiative in partnership with the Fondation Princesse Charlène de Monaco.