Matt Rudd Creative
Menu
BRITISH CYCLING

One of my career highlights so far - working in the content team at British Cycling. Meeting many of my cycling heroes (all friendly) proved to be a bonus, as did holding several Olympic gold medals (theirs, not mine - although I did ride off with one in my shorts pocket once).



The work itself was full of purpose and creative stretching. Akin to the 'secret squirrel' track bike development, but with a little less sweating, I made a significant contribution to the data-driven creative content testing and learning.



The core mandate was to spread the appeal of cycling as a recreational activity, and all the content I produced was towards that aim.

Challenge
To encourage millions to get on a bike and take part in one of the British Cycling programmes. Social content campaign spanning 12 months

Every piece of content began with the purpose of growing the awareness of cycling as a fun, healthy and efficient means of recreation/transport, and more specifically, building awareness and trust of British Cycling.

Backed by quite literally a well-spent youth on two wheels, I applied my academic research skills to building marketing personas for our key audiences, and built creative work upon these insights.

Always keen to bring a fresh perspective to creative output and methodology, I worked with a great director who allowed me to experiment with concepts and content that pushed us forward in the race with no end - getting more people hooked on riding bikes.

Marginal gains for track and road race performance, finding that 1% incremental improvement too, for the next social post, blog article or promotional video.
01.
Communication
02.
Research
03.
Creativity
04.
Insight

Much of the creativity activity centred around the promotion of the City Ride events, where whole city centres would be cleared of traffic to make way for thousands of smiling cyclists. Great for families, great for communities, and great for me in gaining experience of promoting and producing large-scale participation events.


Great for families, great for communities, and great for me in gaining experience of promoting and producing large-scale participation events.

Of course, it helped that everything was about the bike for this role, but what really captivated me was the scope I had to grow and flex my creative muscles across the disciplines.


Just as I love to switch from the mud and knobbly tires to the stealth and slickness of a road bike, I enjoyed the variety of project work, from social strategy to video work and article writing.

COPYWRITING
As a member of the British Cycling content team, I penned a ream of cycling articles cycling covering a wide range of topics - all geared towards making riding bikes more accessible.
'Let's Ride' social/web creative

SOCIAL

Five tips for bike maintenance

Mind Depth

If you’re just starting out with mountain biking, it might be tempting to wear the equivalent of a suit of armour. It’s likely that you won’t be going too quickly for your first few rides though, so it’s a good idea to balance manoeuvrability with protection.
Lots of padding will make it harder (and hotter) work to pedal, so if you’re concerned about falling, knee pads are a good idea, and shin guards if you have pedals with pins to grip your feet on to them (it can be painful if your foot slips and they hit your shins!).
A helmet is a very good idea for mountain biking, as there are more potential obstacles than riding on the road. You don’t need a full face helmet unless you plan to go downhill really fast or hit big jumps. Going uphill in a full-face lid gets very warm! Try wearing a neckwarmer underneath for a bit more added warmth and comfort.

Great places to ride MTB in the UK

Are you literally gearing up for your first mountain bike ride, but still a little unsure of whether you've considered everything you need to? Follow these 6 quick tips to help get the most out of the experience.

 1. USE THE RIGHT PROTECTION FOR YOUR TYPE OF RIDING

If you’re just starting out with mountain biking, it might be tempting to wear the equivalent of a suit of armour. It’s likely that you won’t be going too quickly for your first few rides though, so it’s a good idea to balance manoeuvrability with protection.

Lots of padding will make it harder (and hotter) work to pedal, so if you’re concerned about falling, knee pads are a good idea, and shin guards if you have pedals with pins to grip your feet on to them (it can be painful if your foot slips and they hit your shins!).

A helmet is a very good idea for mountain biking, as there are more potential obstacles than riding on the road. You don’t need a full face helmet unless you plan to go downhill really fast or hit big jumps. Going uphill in a full-face lid gets very warm! Try wearing a neckwarmer underneath for a bit more added warmth and comfort.

2. SET YOUR SEAT HEIGHT CORRECTLY

The ideal saddle height for riding on the road is one where your leg extends almost straight when your pedals are at the bottom of the pedal stroke, with just a slight bend at the knee.

However, when negotiating off-road obstacles (especially going downhill) it’s a good idea to drop your saddle a fair bit, allowing you to adopt a more flexible ring position and have a lower centre of gravity. There are even ‘dropper’ posts available that allow you to change the height of your saddle with the flick of a lever.

3. CHOOSE A GOOD SADDLE

This can involve a bit of trial and error. Just bear in mind that a very padded saddle isn’t always the most comfortable. Soft cushioning can lose its bounce quite quickly, meaning the hard support rails will cause discomfort. Some women prefer a saddle with a cut out section to avoid soft tissue pressure.

Ten tips for getting into BMX

Mind Depth

If you’re just starting out with mountain biking, it might be tempting to wear the equivalent of a suit of armour. It’s likely that you won’t be going too quickly for your first few rides though, so it’s a good idea to balance manoeuvrability with protection.
Lots of padding will make it harder (and hotter) work to pedal, so if you’re concerned about falling, knee pads are a good idea, and shin guards if you have pedals with pins to grip your feet on to them (it can be painful if your foot slips and they hit your shins!).
A helmet is a very good idea for mountain biking, as there are more potential obstacles than riding on the road. You don’t need a full face helmet unless you plan to go downhill really fast or hit big jumps. Going uphill in a full-face lid gets very warm! Try wearing a neckwarmer underneath for a bit more added warmth and comfort.

Easy ways to customise your bicycle

Mind Depth

If you’re just starting out with mountain biking, it might be tempting to wear the equivalent of a suit of armour. It’s likely that you won’t be going too quickly for your first few rides though, so it’s a good idea to balance manoeuvrability with protection.
Lots of padding will make it harder (and hotter) work to pedal, so if you’re concerned about falling, knee pads are a good idea, and shin guards if you have pedals with pins to grip your feet on to them (it can be painful if your foot slips and they hit your shins!).
A helmet is a very good idea for mountain biking, as there are more potential obstacles than riding on the road. You don’t need a full face helmet unless you plan to go downhill really fast or hit big jumps. Going uphill in a full-face lid gets very warm! Try wearing a neckwarmer underneath for a bit more added warmth and comfort.

AMERICA

America 2020

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

Germany

Germany 2021

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

UK

Jimmy Hughes 2022

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

Curiosity

Look beyond the obvious

2023

Setting

At the violet hour, when the eyes and back turn upward from the desk, when the human engine waits.

Location

April is the cruellest month, breeding lilacs out of the dead land, mixing memory and desire, stirring dull roots with spring rain.

Simplicity

Keep it simple, stupid (KISS)

2023

Setting

Madame sosostris, famous clairvoyante, had a bad cold, nevertheless is known to be the wisest woman in europe.

Location

Winter kept us warm, covering earth in forgetful snow, feeding a little life with dried tubers.

Growth

Nocturne

2023

Setting

The chair she sat in, like a burnished throne, glowed on the marble, where the glass.

Location

Doubled the flames of sevenbranched candelabra reflecting light upon the table as the glitter of her jewels rose to meet it.

Close
HOME
ABOUT ME
CONTACT

Book a consultation

Email Me
CORE SKILLS

DESIGN

Design Highlights

Web Design

Logo Design

COPYWRITING

Copy Highlights

Cycling Articles

PHOTO & VIDEO

Photography

Videography

Motion Graphics
CASE STUDIES

British Cycling

Sealskinz

Design Highlights
SERVICES

Creative Direction

Content Strategy

Brand Development

Web Design

Cutting through the noise online.™

Instagram LinkedIn