Dynamic Identity




To create a unique brand look and feel that reflects the wishes of the event to be seen as a premium sports occasion, on a par with other high profile British summer sports events.

The branding would be used across all formats of communications and required a condensed set of guidelines to ensure consistency.


In order to attract a broad, youthful audience the identity needed to be energetic, bright, memorable and international.


We took inspiration from the dynamic nature of the sport itself to create an identity that also reflected the family values and ethos of The EuroHockey Championships, where players and fans from 11 countries come together to celebrate hockey and support their national side.

The brand identity used bold, modern colours and a distinctive font to appeal to a young target audience of live sports fans, far beyond the traditional base of hockey players and supporters.


Having finalised the guidelines document, the brand identity is now being implemented across communications in every channel, delivering a bright and highly differentiated proposition at every touch point – including email, digital display, print advertising, signage, venue dressing, merchandise, video content, stationery, and a hugely successful international website which launched in July.

In first fortnight of the summer launch campaign 25% of the target ticket sales were achieved, more than 12 months in advance of the event itself.

“Agency Inc have absolutely nailed this brief! They’ve given the EuroHockey Championships an engaging, modern identity that fits perfectly with our objective to broaden the appeal of the sport. And the initial sales burst has greatly exceeded our expectations.”

Mark Moisley
Marketing Manager, England Hockey