Sustrans becomes Walk Wheel Cycle Trust & launches 5 year strategy
Anyone thumbing through cycle industry mags and sites for the last few decades will be familiar with active travel charity Sustrans, the duties of which include care for the UK’s National Cycle Network and speaking out in favour of active travel. As of now, Sustrans is changing its name to the straightforward Walk Wheel Cycle Trust, emphasising its mission to make people-powered movement possible for everyone.
Along with a new name and brand refresh, Walk Wheel Cycle Trust has also launched its new five-year strategy, with key focuses on building, connecting and empowering. Focus groups and testing indicated the Sustrans name did not immediately reflect what the charity does (not unlike the CTC’s transition to Cycling UK). Walk Wheel Cycle Trust collaborated with Red Stone, a creative agency specialising in charity rebranding, to complete the work.
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.”
Setting out its ambitions for the next five years Walk Wheel Cycle Trust recommitted its dedication to the National Cycle Network. 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. Further targets laid out in the new strategy include creating thriving communities where people can move with ease, and making walking, wheeling and cycling accessible, safe and an easy choice for everyone.
Brice added: “By empowering people to choose how they get around we create a ripple effect that changes everything, from our physical health and mental wellbeing to making our world a better place to live. With our ambitious new five-year strategy we’re creating a truly unstoppable people-powered movement. Join us on our journey!”
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.”
www.walkwheelcycletrust.org.uk
