A brand to start a movement
Sport England
Brand identity and campaign positioning
Giving Sport England some get-up-and-go.
What we did
Tone of voice
Brand positioning
Campaign narrative
Design
Templates
Visual identity
Brand guidelines
Sport England is responsible for, well, all the grassroots sport in England. Giving people across the country the inspiration and opportunity to live happier, healthier and more active lives.
This is important. Not just for our prowess on pitches and podiums, but for our health and wellbeing. It’s just as well that they’re the experts. But no one likes being preached at. So they needed a way to speak to their many audiences in a voice that was authoritative yet inclusive, professional yet passionate.
After a series of consultations, workshops and stakeholder interviews, we created a new voice and verbal identity for Sport England, blending professionalism and expertise with passion and inclusivity.
Making Moves
Off the back of this project, Sport England came to us to help create the organisation’s new 10-year manifesto.
Our central concept of ‘Movement’ led the way, with our ‘hero’ line: “When we move, we are stronger” becoming the centrepiece for the strategy and campaign, which launched in early 2021 with a video fronted by Dame Kelly Holmes.
We’ve since also played a similar role in helping shape another nationwide project, exploring how the places we live play a big part in the sort of lifestyles we lead.
We created a narrative around the inequality behind inactivity – the idea that, while some people are inspired and empowered by their surroundings, others feel trapped or restricted.
This became the Place partnerships initiative: a series of ground-up, locally led schemes to get people moving.
Then we took these principles and themes into the new look and feel for the brand, creating a fresh palette, graphics and visual language which game Sport England the flexibility to engage with everyone from Whitehall policymakers and elite athletic institutions to members of the local Zumba group.
