Sport England

Get set for 2012

Sport England is certain to come under intense scrutiny in the run up to the 2012 Olympic Games in London. Recognising it needed a cohesive identity and clear positioning, the country’s leading sports body commissioned Navyblue to overhaul its brand. Sport England’s remit has changed: as well as funding established sports groups, its priorities now include reinvigorating grass-roots sport and encouraging mass participation. As 2012 draws closer, this new focus needs to be expressed in all Sport England communications. So as well as updating and revitalising its branding, we produced a comprehensive set of brand guidelines for people to access online. This involved articulating the new Sport England look and feel, and outlining the right approach for specific key audiences. We built a great rapport with Sport England over the course of the project, and are now acting as brand guardian, helping them face the future with confidence.