Brand Tone

The brand's tone is consistently passionate, community-driven, and encouraging. It is also grateful and resilient, reflecting the history of overcoming challenges.

Brand Values

• •Heritage and Legacy
• •Inclusivity and Accessibility
• •Community Spirit
• •Passion for Cycling
• •Development and Nurturing Talent

Best Practices

• •Lead with Community: Always frame communications around the collective "we" and "our community." Highlight volunteers, members, and local supporters to reinforce the brand's grassroots identity.
• •Tell the Story: Regularly weave the history of the velodrome and the "Save the Velodrome" campaign into your content. This story is your most powerful asset and reinforces the values of heritage and resilience.
• •Use Inclusive and Encouraging Language: Avoid jargon where possible. Use words like "welcome," "join us," "your first lap," and "all abilities" to make the brand feel accessible to newcomers.
• •Show, Don't Just Tell: Use authentic photos and videos of the diverse range of people who use the track—kids, adults, para-cyclists, and veterans. User-generated content is particularly powerful for showcasing genuine community engagement.
• •Be Passionate and Authentic: Let the genuine love for cycling and the venue shine through. Whether it's a race announcement or a call for volunteers, the communication should feel like it's coming from someone who truly cares.

Social Perception

The public perception of FHHV and the Herne Hill Velodrome is overwhelmingly positive, viewing it as a cherished community asset, a historic landmark, an inclusive and welcoming space, and a symbol of resilience.

Copy Examples

• •Keep the Wheels of History Turning. From the 1948 Olympics to today's first-time riders, every lap at Herne Hill Velodrome is part of a legacy. Your donation doesn't just resurface a track; it fuels dreams, builds confidence, and preserves an icon for the next generation. Join the Friends of HHV and help us continue the ride.
• •Ever wondered what it feels like to fly around the banking? This is your chance! Our taster sessions are for everyone—no experience, no problem. Come feel the thrill that has hooked Londoners since 1891. All you need is a sense of adventure. Link in bio to book your first lap! #HerneHillVelodrome #TrackCycling #CommunitySpirit
• •Ride, Cheer, and Connect at Our Family Fun Day! Bring the whole family down to the legendary Herne Hill Velodrome! We've got kids' races, skills challenges, delicious food from Jan's Cafe, and a chance to watch our pros in action. It’s more than a day out—it’s a celebration of our amazing cycling community. Free entry for spectators!
• •What's your favourite HHV memory? Was it conquering the banking for the first time, watching a thrilling race, or just a sunny Saturday at Jan's Cafe? Share your stories! We're powered by our community, and we love hearing from you. #HHVStories #SaveTheVelodrome
• •Become More Than a Rider. Become a Friend. The Friends of Herne Hill Velodrome are the heart of our community. Your £35 membership is a pledge to protect our shared history and invest in our future. It's your way of saying, "This place matters." Plus, you'll enjoy discounts on sessions and with our local partners. Join us today and wear the FHHV colours with pride.