Some of the most esteemed and enduring brands are those that build in their customers an emotional connection – they give us more than just practical function. A few of those them seemingly manage to create own worlds, and come to represent a lifestyle and system of values, too.

One such brand is Rapha, the cycling sportswear company founded in 2004 – now with a global following, thanks to a biannual magazine, the international Rapha Cycling Club, its in-store cafes, and a 2007 collaboration with Paul Smith.

Graphic identity and art direction has played a huge part in keeping this all coherent and consistent – and adding to or changing any part of the brand is delicate business.

In discussion today: Jack Saunders and Paul Barnes, two people who are helping to nudge and navigate Rapha into a new iteration.