Smashing Identity

England Hockey Board

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Task

To develop a new logo, identity, brand guidelines and values for Great Britain Hockey, with final designs to be chosen by the entire senior men’s and women’s hockey squads!

Selection for Great Britain at an Olympics is the highest possible achievement for domestic hockey players. Those chosen for the squad are incredibly proud, and the branded kit and merchandise they receive is cherished for a lifetime.

Redeveloping the identity also gives us a unique opportunity to present hockey in the most commercially attractive way possible.

Insight

The brand promise is to deliver a contemporary and dynamic sport, borne out of a proud British heritage.

Solution

We developed an explosive new logo just in time for the Olympics.

Results

We applied the new identity to team kits, training tops, and a range of funky merchandise. The web site and other digital channels were also given a new lease of life, helping to dramatically increase audience engagement with Great Britain Hockey.

Her Royal Highness The Duchess of Cambridge was delighted to receive her very own GB Hockey shirt, emblazoned with the new logo and identity which we created.

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