Re-freshing a brand to inspire active lives
York Sport
11 years ago, we were working with The University of York and City of York Council to create and deliver a new sport facility for the city. Brand, marketing and launch of York Sport. It opened in 2012 just post the London Olympics.
Roll forward a decade, a pandemic and a diverse world where health, mental wellbeing and being active are now ever more linked and important – to everyone.
Hence, working with the York Sport team to celebrate their 10th Anniversary has been a brilliant milestone for them and us, helping them -
Reflect on their audiences – who, why, where and what they need.
Refresh their brand and messaging – updating how they talk to their customers, be they students, university staff or York’s communities
Consider how they reach and be truly accessible and inclusive for as many people as possible
…and
Celebrate the people whose lives they are making more active – and better.
As ever we helped them focus their objectives: listening to what they wanted to achieve strategically, commercially and socially, providing guidance and thought leadership as critical friends and partners – long before we looked at the brand platform.
Only then did we turn our creative thinking to updating the brand for 2022 and beyond: Evolving the proposition and putting people at the heart activated through, auditing the website, drafting the marketing plan, and developing the anniversary campaign. Supported of course by a rich array of flexible content for on and offline channels
The results:
The whole two site sports campus transformed with the anniversary brand presence
A series of anniversary events supported across student, staff and community audiences
An immediate increase in membership sign ups
A re-inspired York Sport team
