Creative Director
Rapha changed the way people thought about cycling.
The brief wasn’t to reinvent Rapha, but to re-energise it.
We wanted the typefaces to feel heritage-informed but not nostalgic.
The typefaces provide the voice, but the typesetting is what gives it rhythm and personality.
We asked ourselves what voice looked like without sound.
We were never looking to create a typeface that shouted for attention, but one that felt considered and inevitable.
We weren’t just designing a typeface, we were building a tool that Rapha’s teams would use every day.
Six agency collaborated with Frost type foundry to rebrand cycling brand Rapha through a new typographic system comprising six bespoke typefaces. Drawing from vintage cycling ephemera and archival materials, the project repositions Rapha with a contemporary yet heritage-informed identity. The rebrand focuses on typography as the brand’s voice, balancing technical precision with emotional resonance.
Six collaborated with type foundry Frost to create a bespoke typographic system for cycling brand Rapha, re-establishing its voice through six interconnected typefaces. The project aimed to balance heritage and modernity, giving Rapha a flexible, system-led identity that works across editorial, digital, and performance contexts. The collaboration reflects a deep integration between brand and type design, emphasizing clarity and longevity over style-driven expression.