Red Bull Vél'eau
image by: bouziancopmans
Every asset was built to scale, from fast-paced reels to large-format riverside screens.
Ensuring consistency regardless of platform or speed.
Red Bull launched the first Belgian edition of Red Bull Vél’eau,
transforming the river in Kortrijk into a high-energy playground where cycling, water and spectacle collide. Sander Gee Studio was commissioned by JetImport to craft the visual identity that would define the event across digital, social and on-site touchpoints.
Scope of work
Hero key visual that became the backbone of all communication
Social-media videos/Reels and countdown formats
Judge & media profile visuals for the event website
On-site ‘pancarte’ screen graphics used throughout the competition
Celebration animations & GIFs for big-screen moments
Social-media templates for Red Bull’s content rollout
The Brief
Red Bull needed a unified creative direction that captured the spirit of the competition: fast, playful, and unmistakably “Red Bull.”
The studio was tasked with developing the hero key visual, all social-media assets, motion graphics, website visuals, and the on-site screen experience for event day.
Creative Direction
We approached the project with the same mindset Red Bull applies to its events—bold, energetic and culturally sharp.
The visual language is centred on motion and water impact, drawing on cycling dynamics and Red Bull’s trademark adrenaline aesthetic. This identity had to perform seamlessly across all formats: mobile, live screens, web banners, and high-speed social content.
Hosts and Judges
The competition was judged by a jury, including Koen Wauters, Lies Vandenberghe, Tom Boonen, Timon Verbeeck, and Shauna Dewit. Tom Waes hosted the entire afternoon.
Results / Impact
The identity amplified the event’s atmosphere and contributed to a standout debut edition.
Red Bull highlighted the “magnifieke sfeer,” thousands attended, and the live-screen animations helped elevate crowd engagement throughout the day. The visual system proved flexible, fast, and immediately recognisable as part of Red Bull’s event universe.
Red Bull Vél'Eau 2025
© Red Bull Belgium
Credits
Client: Jet Import x RedBull Communications Manager & Marketing: Karel Voet
Design & Creative Direction: Sander Gee Studio Creator Manager: Lotte Coolen Track Building: backbone