While it’s true that the best brands are built from the inside-out, the brands that permeate culture — those that live within the zeitgeist are fueled by the intense passion of their audiences — and are built and evolve with their participation. Through our intensive, on-site immersions and ongoing fan and players panels, we craft and document each stage in the process to ensure maximum participation from kick-off to launch.
Whether helping traditional sports leagues step out of their own shadow, or establishing a whole new design language around an emerging esports culture, we're extremely proud of our track record in helping franchises build and grow new audiences while staying true to what made them special in the first place.
Building a brand for the people beyond the pitch
Managing Director, Premier League
In no case was it more crucial to create a brand that reflects, embraces and celebrates its fans than when working with the Premier League, arguably the world’s top professional football league.
Historically, the league was about what was happening on the pitch but, by putting ourselves in the fans’ shoes to find out what makes the Premier League truly special, we transformed the brand to be about the people who make the Premier League what it is.
Our creative proposition, ‘We All Make It’ turns the camera from the pitch to those surrounding it, unlocking the story beyond match day to celebrate the rich tapestry of people who love Premier League football.
See Premier League case study
“The Premier League’s previous identity felt like it still had one foot (or paw) in the tradition of heraldic sporting imagery. The new look represents a clean break from such iconography and in comparison to its European competitors, is clean, modern and distinctive.”Read more about the Premier League rebrand on Creative Review
Rallying communities for esports
Senior Brand Manager, Riot Games
As part of a long term, ongoing relationship, we’ve worked with Riot Games to create brands for 5 of the League of Legends leagues around the world. For each, the goal has been to create unique brands that reflect each of their own impassioned communities.
Crucial to our work has been deep immersion into each grassroots community to create a strategic proposition that reflects community truths and addresses cultural nuances. By putting the fans front and centre, we’ve given each League an attitude and immediacy inspired by the community and personalities at its heart.
See Riot Games Europe case study
“Riot has achieved its goal of radically updating the European league's image. One that is aware of traditional sports branding but takes strides to embrace everything that's so unique and attractive about esports.”Read more about the rebrand of Riot Games Europe in engadget
Women in Rugby
Connecting with new and existing fans
We worked with World Rugby to create a global campaign for Women’s Rugby to push it into the mainstream by inspiring new audiences to get involved and ultimately, ensure future growth and participation in the game.
Working with the community and fans, we built Team Powered, a campaign centred on inclusivity that celebrates the differences of each team member that make the team great.
See Women in Rugby case study
“Women’s rugby has received an “energetic” rebrand with a new campaign from DesignStudio, which aims to build on its momentum as one of the fastest growing sports and help the game break into the mainstream.”Read more about the Team Powered Campaign in It's Nice That