Ulla Puggaard / UP Studio x VCCP for TFL.

Ulla brings her lettering magic to a new TfL campaign and gives Santander Cycles a push

Led by Head of Creative Ali Augur, Creative Director Zoë Stock and Integrated Creative Producer Phoebe Hazzan, Ulla Puggaard had the pleasure of collaborating with a brilliant team at VCCP / Girl&Bear. From the beginning, there was an exciting sense of possibility and what started as a relatively open brief quickly turned into a studio buzzing with sketches, ideas, and energy.

"As a passionate cyclist and long-time admirer of Transport for London’s iconic visual identity, I was absolutely thrilled to be invited to pitch for the TfL x Santander Cycles campaign by the incredible team at VCCP / Girl&Bear."

The core of the brief was clear: VCCP wanted a bespoke lettered approach that stood out with no repeated letters, full of character, and rich in detail. The visual language needed to resonate with the book cover/poster aesthetic, while complementing the dynamic photography.

"We explored a wide range of styles, from cut-paper forms to expressive brush strokes, always circling back to the balance between personality and function."

"Working with VCCP was genuinely fun and deeply rewarding. Their openness to experimentation and their clarity on strategic goals made for a seamless process. This project brought together so many things I care about — my love of cycling, a long-standing admiration for TfL’s design heritage, and the chance to create something fresh, and accessible."

If you live in London keep your eyes peeled, there are seven KV's in all! 

See more from Ulla here.

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