British Athletics engaged us to create a brand new positioning and visual identity that would generate a togetherness and build a sense of ‘Team’. Straight off we looked for an authentic idea that everything could be built on. Responding to the idea of ‘Team’ we developed our thinking in the space of Unity. Unity within the team, unity with the fans, united in what the athletes are striving to achieve for themselves, their families, clubs, communities and country.

We picked up on the role of the Union flag in British Athletics, its importance and meaning in the sport; it speaks for all of us, is linked with success, it is created from separate elements that unite to form a complete picture (emblematic of the British Athletics team - athletes from different disciplines coming together for a single cause).

Whilst all this thinking was developing we held discovery sessions with British Athletics staff. During one of these the thinking around Unity and Pride was intensively explored and in one moment of magic we found ‘REPRESENT’.

REPRESENT instantly worked. It was different, brief and modern. It said all the things we wanted to say in the way we wanted to say them. It communicated that pride in performing for your country and giving it everything in the process. The boldness of REPRESENT as a positioning set the tone for the visual design system we created to bring this idea to life.