Project Focus: Youth Sport Direct — Comprehensive Identity Scheme.

Youth Sport Direct (YSD) is an innovative solutions provider supporting the work of the Youth Sport Trust. Getting young people active (and enjoying it) is at the heart of everything the organisation undertakes.

They achieve this by continuously researching, innovating, selecting and delivering products as well as resources that add value for their customers, and can generate an unrestricted net profit stream that Youth Sport Direct reinvests straight back into youth sport.

YSD’s path of progress over the past few years had surpassed their existing identity and architecture. The core team knew what strategic direction and goals to achieve but needed external input and consultancy to accomplish some primary objectives. Our engagement focused entirely on developing a comprehensive new identity scheme that carried strength, freshness, flexibility and scalability allowing the organisation to freely roll out and apply across a revised marketing mix.

Extent of executed work comprised brand evaluation, auditing, planning, designing a primary logo with a comprehensive scheme of supporting logo variations and sub-brands (three defined areas of business), brand style and visual language development, application, art direction, copywriting, iconography and a full set of supporting guidelines, finished off with an extensive tool-kit of master artwork.