XO Bikes
Recycling Bikes. Rebuilding Lives.
XO Bikes, a charity founded by Stef Jones, trains ex-offenders as professional bike mechanics to break the cycle of reoffending, which costs the UK £18bn annually. The mission is to provide job opportunities and hope, as employment could reduce reoffending by 70%. We partnered with XO Bikes to create a brand and launch campaign. Profits from refurbished bike sales fund more training, helping prison leavers rebuild their lives with real skills, pride, and a legal income. Our work helped build a platform for fresh starts.
“Stef has created something so brilliant with XO Bikes, we wanted to create some work for the launch that was equally brilliant. And, rather modestly, we think we’ve done exactly that.”
Jim Thornton, Executive Creative Director at VCCP
