Rebrand JB Sports, positioning them as a forward thinking, aspirational fashion and sportswear retailer. Create an upmarket brand, reflective of European standards, but accessible to the local demographic. Modular cost-effective solution that meets a realistic cost model, with an emphasis on longevity. To become the de facto authority on style and trend.

We wanted to create an active brand that will successfully cater towards consumers with at every skill level. Whether you’re starting out or have reached a high-level of excellence, JB Active has the widest range of sporting goods taken care of by friendly, approachable and knowledgeable staff. We wanted it to feel as though interacting with JB Active is like visiting a friend and asking them for advice, except they have the solution and equipment on hand. JB Active helps customers on their journey from beginner to pro, offering them support and the equipment they need to achieve. We wanted to express this by creating graphic elements that allowed for multiple versions to communicate the different skill levels.