Discovering the Gold Medallists of the future

UK Sport asked us to set a vision for their multi sport programme to identify, support and develop talent in the search for the next crop of British medallists aiming at Tokyo 2020.

The brand vision was articulated as ‘Discover Your Gold’, and symbolized by powerful imagery of athletes and ambassadors looking directly to camera. Each figure was edge-lit in UK Sport’s red and blue and set against extreme close ups of colliding rock-like powders.

These elements along with a unique hashtag per sport provide the building blocks of visual identity and design system.

The first phase of the campaign was rolled out for British Cycling and called out for athletes using ‘#DiscoverYourPower’, the rest of the campaign portfolio was activated from July 2016.