Sport is a fundamental source of creating well-balanced human beings. We have many examples of high-performing individuals across many disciplines highlighting that sports played a big part in their success.
For some time now, there has been a shift in the thinking that sports is not a lucrative or beneficial field. We now recognise the many areas that feed into that ecosystem and the array of careers that is spun from it. In the development of the brand, I needed to take into consideration the statement.
It commands individual purpose and calls for action.
'I choose a sport.'
I also wanted to develop iconography that captures the diverse careers and benefits of sports. Themes like movement, diversity, and energy were influential in the execution of the brand.
I didn't want to have a disconnection between what was said, what was seen, and how that made people feel.
What do I mean by this?
The purpose of this initiative is a bold one. We are trying to change behaviours. To reignite love and passion for sport and also for country. It seeks to create a culture that embraces health and wellness and the lifestyle that goes with that. To accomplish this visually, one needs to make sure that the elements used are very complimentary, from the colour palette to the imagery, to how things move in space, from the composition to motion. When you look at the work, it should feel light, approachable and honest.
