Sportsology has decided to rebarnd itself as Sportsology Group, and to focus on four key pillars; Advisory, Executive Search, Data & Intelligence and M&A. In order to communicate this renewed direction, a refreshed visual identity and online presence was needed.

My role as Creative Lead was to head up the entire rebranding project, from sending out a questionnaire to the Management Team, in order to get a better understanding of what is required, right through to the creation of the brand guideline document.

The process started with a questionnaire. BrandSchool is the name of a questionnaire/workshop designed to help build and deliver the brand. It’s a unique lesson plan that helps learn more about organisation, as well as giving the organisation a new insight into the Company and Brand itself.

Following the questionnaire, the research process began with a Brand Audit. This involved looking at 6 competitor brands in the market and reviewed their brand assets from Logos to Colours, Icons, Devices and Image Treatment in order to see what they do well and what we feel could improve on.

Following the research, the conceptual phase began, where I presented a number of variations to the Executive Chairman. A number of meeting followed where the chosen design was developed, until we eventually found the perfect visual identity and online presence.

The deliverables for the rebrand included the Logo, Iconography, Website and all digital ad’s and corporate prints.

An up-to-date, future proof and uniquely recognisable brand that communicates connection, technology, collaboration and trust through it’s representation of solid blocks coming together and curves inspired by common markings found on sport fields or courts.

With all branding blocks now in place, the brand has the ability to be flexible and diverse yet also consistent and firmly on-brand at all times. Below are just a few examples of the brand building blocks coming together to bring versatility as well as consistency.