One man, one bike, and one hell of a brief
The Challenge
Connor Delves is an Australian actor based in New York with a wild idea: a one-man play performed entirely on a bicycle, telling the true story of Cadel Evans — the first Australian to win the Tour de France. The show needed a brand that could sell a genuinely unique and brilliant concept to audiences who'd never heard of either Connor or Cadel, across Edinburgh, Australia, and eventually London and New York City.
What I Did
Brand identity (logo, color system, typography, key art direction)
Website (launch version)
Social media templates and content
Marketing photography
The brand takes off
The visual anchor was yellow — specifically, Tour de France yellow. Cadel Evans wore it when he won in 2011, and it became the obvious emotional core of the identity. What made it a real design decision, though, was the context: Edinburgh Fringe has thousands of shows competing for attention, and almost none of them use yellow. In a corridor of dark, moody theatre posters, this thing glowed.
The system pairs that yellow against black and white — high contrast, no hedging. The type is bold and wide, built for posters and print. The key art puts Connor in full cycling kit, mid-race, draped in the Australian flag. It's an image that tells you everything about the show before you read a single word.
The brand has had to work hard across a lot of contexts — Fringe flyering, Australian tour print ads, press kits, social assets, and a website that Connor (bless him) tinkers with regularly. The identity held up through all of it.
Working with Kyle on Cadel was one of the defining creative collaborations of this project. From the very beginning, he understood exactly what made the show different and found a way to capture that energy visually in a bold, theatrical and instantly recognisable way.
The striking yellow campaign artwork became synonymous with the production throughout our premiere Edinburgh Fringe season and played a huge role in helping us sell out the run. In a city overflowing with posters and flyering, Dax created imagery that genuinely stopped people in their tracks. Audiences would regularly mention the artwork and photography as the reason they first noticed the show. The sense of movement, scale and intensity in the design perfectly captured the spirit of the production and the experience of seeing the show live.
– Connor Delves
Creator and Producer of the award-winning play, CADEL: Lungs On Legs
The result
The show won Theatre Weekly's Best Show of the Fringe, Mervyn Stutter's Pick of the Fringe, and the EFFTA Award at Edinburgh, then picked up the Adelaide Fringe Weekly Award and sold out its 2025 run. It's since toured Australia and landed a dozen five-star reviews including The Guardian, The Scotsman, and Theatre Weekly.
The next stop on Cadel’s world tour is London.