Jewellery Quarter-based creative agency Clevercherry has completed a programme of design and branding work for a charity bike ride being led by former footballer Geoff Thomas.

Ex-Wolves player Mr Thomas, who was diagnosed with leukaemia in 2003, is leading a team cycling more than 300 miles from London to Paris next June as part of his mission to raise £2 million in two years for charity Cure Leukaemia.

Clevercherry, which has worked closely with Cure Leukaemia for several years, was asked to create an impactful identity for the initiative to inspire and recruit riders to the event to help it hit its £500,000 goal.

The agency designed the cyclists' branded kit, brochures, large format digital motorway advertising and website.

Adam Bicknell, head of creative for the agency, said the business pitched three different ideas to the charity, with the resulting 'London 2 Paris - Inspiring the Revolution' identity being the clear favourite.

"Inspiring the Revolution resonated with the client on several levels - the revolution against leukaemia, the inspiration to fight it and the revolution of the bike's wheels meant that the identity was perfect for the challenge ahead," he said.

"The key aspect of the brief was that Cure Leukaemia wanted people to understand this was a fun event anyone can take part in, not just cycling enthusiasts."

The London to Paris bike ride is expected to attract 300 people and takes from June 18 to 22.

Mr Thomas said: "Clevercherry has created an impactful identity to inspire people to undertake an incredible challenge for a hugely important cause. We've had a superb response, with almost half the limited number of spaces already being filled."

James McLaughlin, chief executive of Cure Leukaemia, added: ."Clevercherry has supported us for several years now and has a thorough understanding of our core messages and a proven track record of conveying them through its creative concepts.

"This is the biggest event in the charity's history and is a considerable opportunity for us to make a massive impact on a national level."