WePlay

We developed an understanding of WePlay's target audiences, who include sports teams, leagues and federations, as well as sports businesses and sponsors, presenting this in management team workshops to define a brand positioning of ‘Growth Partner’. This highlighted that their existing visual identity did not align with the future ambitions and vision of the company, nor did it align with the chosen brand positioning.

We worked collaboratively on a series of creative concepts showcasing the WePlay visual identity in different lights, underpinned by the core idea of ‘Growth Partner’ and the new brand values. These ranged from a significant evolution of the existing identity to more revolutionary routes, including concepts that explored playfulness, trajectory, connectivity and sports iconography.

The winning route was firmly based around a clear sense of direction, positive growth and collaboration through partnership and togetherness. This utilised the circle device from the previous WePlay logo, an intentional seamless segue from the brand of the past to the present. The result being a series of circles that grow, together in partnership, to form the ‘W’ of WePlay. This device then becomes the purpose-driven distinctive symbol behind the WePlay brand. The new brand symbol was then paired with the ‘WePlay’ name, using a rounded sans-serif typeface, and set in a competitively differentiating black and yellow colour palette.

The chosen route included a flexible design framework system that utilised a tightly cropped curve to hold key brand information in order to create uniformity across branded materials and also become a distinctive feature of the WePlay visual identity.

The circles from the W symbol were further adapted to create stand-out graphics, where repeat patterns of growing circles intersected with photography to visually showcase how WePlay weave themselves into sports through partnerships to generate Growth. The circles were also used to create brand icons and diagrams that demonstrated WePlay’s scientific, analytical and human approach to their work.

We applied the fresh WePlay look and feel to the design of a new responsive website and separate launch campaign website, which utilised a modern digital UX-led interface incorporating sophisticated animation, transitions and stand-out graphics to bring brand content to life. The main website design is media-centric showcasing brand showreels and client digital projects to create an immersive, visual experience. We used a mix of photography, icons and analytical diagrams, together with a supporting human script typeface, to create a sport-science look and feel, with a sense of pace and flow among the layout and pages of the sites.

We also supported with direction to internal teams on key launch deliverables.