BRITISH CURLING | BRAND EXPRESSION

British Curling had bold ambitions for the Beijing 2022 Winter Olympics and it urgently needed a brand that matched its elite team performance capability, pioneering training programme and coaching expertise.

Curling has seen an increase in public profile in recent years with the success of British teams at major championships, but there was much work yet to be done. This elite training and coaching organisation wanted to own its position as a performance leader on a global stage, and to elevate its reputation and engagement with national and international stakeholders, sponsors and media.

A new athlete-driven performance strategy demanded an athlete-driven brand. We enjoyed the unique experience of collaborating with Olympians, through interviews and workshops, to capture what this sport means to them. Our expression of the brand was implicitly informed by the people who represent the sport at the highest level. We crafted an uplifting purpose, a bold and stretching proposition, brand themes, and a refined identity they can be proud of.

Best of luck to the teams in their preparation for and performance at Beijing 2022. We'll be watching ...