"It’s now clearer who we are and the work we deliver": Active travel charity Sustrans rebrands to Walk Wheel Cycle Trust

Sustrans rebrands as Walk Wheel Cycle Trust

Sustrans has become the Walk Wheel Cycle Trust, and with the name change, the organisation has also published its new strategy. Sharing the news via LinkedIn, Walk Wheel Cycle Trust CEO Xavier Brice outlines that the name change reflects shifting roles and changes in the wider environment in which the organisation works. New name. Familiar focus. As part of the rebrand, the organisation makes it clear that it remains focused on “Making it possib…

"It’s now clearer who we are and the work we deliver": Active travel charity Sustrans rebrands to Walk Wheel Cycle Trust

"We're not as well-known as we'd like to be and even those who do know about our charity are sometimes confused about what we do and what we're trying to achieve"

Sustrans becomes Walk Wheel Cycle Trust

The UK’s largest active travel charity has unveiled a new name and brand identity, reintroducing itself as the Walk Wheel Cycle Trust. The rebrand reflects its mission to make people-powered movement – walking, wheeling and cycling – accessible to all. Formerly known as Sustrans, the organisation traces its roots back to 1977, when a group of Bristol friends formed Cyclebag to challenge car dominance. Their first project transformed a disused ra…