New Blood Entry — Breeze | Embrace Edinburgh's Elements
Award: Yellow Pencil
VBAT Superunion / 2020
Edinburgh has the worst congestion of any British city, and suffers from geography that is typically hostile to cycling, such as challenging hilly terrain, regular rainfall & gale like winds, meaning cycling is currently not the preferred mode of transport.
Breeze aims to make people fully embrace Ediburgh’s assumably hostile elements by showcasing them as an integral part of experiencing the city.
The scheme normalises and convinces the population that cycling through these conditions is the most intimate way of travelling around Edinburgh, doing so with an identity that conceives a sense of belonging, becoming one with the city's visual environment.
