British Bobsleigh & Skeleton Association
As British Bobsleigh and British Skeleton come together, our brief was to create a new unified brand for the British Bobsleigh & Skeleton Association that clearly reflects their brand values, and which subsequently enables the new organisation to be globally perceived as a world-leading, credible and highly professional sporting organisation at the forefront of winter sports.
DeliverablesArt DirectionBrand GuidelinesBrand IdentityBrand StrategyEvent CollateralIllustrationPhotographyPrint CollateralWebsite Design
With highly marketable ambassadors that have recently achieved great success at the Winter Olympics and World Championships, our aim was to create a new brand that would become the benchmark – a brand that athletes, supporters, sponsors, partners, coaches, designers, engineers and team members would be proud of. A brand that will help to inspire a new generation.
Interviews and research with the BBSA determined that there were two very distinct synergies between everyone in both associations – their love of their respective sports and their passion for speed. We then set about devising a clear set of Brand Values and defined the core Brand Personality – both of which became the building blocks upon which the new brand was created.
The identity took its inspiration from the dynamic curves of the track, creating a simple yet distinctive shape indicative of both sports. We coupled this with a bold and confident type style that would be highly legible at all sizes, across every piece of collateral – from the website through to all race equipment and kit.
In creating a unique visual language for the organisation, we felt that it was vital to not only depict the athletes in as iconic and powerful way as possible – but that we should also focus on what makes Bobsleigh and Skeleton so brilliant – the technical and engineering innovations that are constantly being developed behind the scenes to help the athletes achieve that split second advantage. Armed with a distinctly British colour palette, we combined technical data, stats and drawings with dynamic imagery of the athletes to produce a graphic style that is totally evocative of all that is special about the two sports.
With the new brand firmly in place, the British Bobsleigh & Skeleton Association can now propel itself forward with confidence at the dawning of a new era – attracting a whole new audience of fans, sponsors and participants. Within the last racing season, UK TV audiences have increased to 17.7 million (a 750% rise from the previous season), with global audiences of 415 million. This, combined with a surge of interest from younger audiences post the Sochi Winter Olympics in 2014, and aided by the active social engagement of the medal winning athletes, will enable the sports of Bobsleigh and Skeleton to become the premier winter sports in the UK, and the BBSA to be globally regarded as the most successful and forward thinking TeamGB association.
“British Bobsleigh & Skeleton came together under one unified brand in 2015 – created by We Launch. The team completely understood our business and the need to engage all levels of stakeholders from athletes, sponsors, supporters and partners to coaches, designers and engineers. They have produced a brand that we are all immensely proud of, enabling us to be seen as a world-leading, highly professional sporting organisation at the forefront of winter sports globally. We Launch are now an intrinsic part of our team on every level.”
Richard Parker, Chief Executive Officer, British Bobsleigh & Skeleton