London Sport were struggling with their brand. Their communications—across all channels—were cluttered, inconsistent and losing both focus and cut-through. Their head of marketing and communications knew that a review and refresh was overdue, and we were called in to discuss an evolutionary approach to the brand identity system. This was not about a new logo. This project scope focused on an overhaul of the written and visual framework that the organisation uses across all its channels to engage and inform its stakeholders.
London Sport were struggling with their brand. Their communications—across all channels—were cluttered, inconsistent and losing both focus and cut-through. Their head of marketing and communications knew that a review and refresh was overdue, and we were called in to discuss an evolutionary approach to the brand identity system. This was not about a new logo. This project scope focused on an overhaul of the written and visual framework that the organisation uses across all its channels to engage and inform its stakeholders.
We started with strategy; getting under the skin of the organisation to try and understand them better. We held audit sessions, collective workshops and spent time analysing their existing core messages, with the goal of making them more focused. We simplified, avoided repetition and cut the unnecessary. The result of our initial strategy work was a refreshed proposition deck; a full suite of messaging from their ambition and USP through to their key messages to market.
We started with strategy; getting under the skin of the organisation to try and understand them better. We held audit sessions, collective workshops and spent time analysing their existing core messages, with the goal of making them more focused. We simplified, avoided repetition and cut the unnecessary. The result of our initial strategy work was a refreshed proposition deck; a full suite of messaging from their ambition and USP through to their key messages to market.
We then started on the creative execution. We simplified here too—there was a lot to cut back. Over the years, ‘visual confetti’ had cluttered the brand landscape. Now, at the heart of all layouts is a rigorous and well engineered grid system with a solid rationale. We refined and consolidated their typographic palette, adding more pace and punch. We rationalised their colour scheme. Focussing on red and providing a simpler palette of secondary colours. A new Icon system was created; redrawn to one master style.
We then started on the creative execution. We simplified here too—there was a lot to cut back. Over the years, ‘visual confetti’ had cluttered the brand landscape. Now, at the heart of all layouts is a rigorous and well engineered grid system with a solid rationale. We refined and consolidated their typographic palette, adding more pace and punch. We rationalised their colour scheme. Focussing on red and providing a simpler palette of secondary colours. A new Icon system was created; redrawn to one master style.
Ongoing guidance was a key aspect of our commission. We rebuilt their brand guidelines from scratch to reflect the changes and communicate the principles that would help maintain the new brand.
Ongoing guidance was a key aspect of our commission. We rebuilt their brand guidelines from scratch to reflect the changes and communicate the principles that would help maintain the new brand.
Another key ambition for this project was to help the internal communications team at London Sport manage their workload. Not only to produce better, more effective and consistent communications; but to make it easier and faster to do so. Working with the in-house creative team, we planned and built a comprehensive suite of new templates for all priority communications in the software packages that they could access and use. These covered multiple channels including social, presentation and email templates.
Another key ambition for this project was to help the internal communications team at London Sport manage their workload. Not only to produce better, more effective and consistent communications; but to make it easier and faster to do so. Working with the in-house creative team, we planned and built a comprehensive suite of new templates for all priority communications in the software packages that they could access and use. These covered multiple channels including social, presentation and email templates.
The London Sport website is the window into the organisation. Working with the incumbent build team, we ‘reskinned’ the website, keeping the existing structure and build architecture, but moving it on visually to reflect the essence of the refreshed brand identity. Mission accomplished.
The London Sport website is the window into the organisation. Working with the incumbent build team, we ‘reskinned’ the website, keeping the existing structure and build architecture, but moving it on visually to reflect the essence of the refreshed brand identity. Mission accomplished.
