Basketball England is the governing body for the basketball sport in England. This organisation operates the national league as well as the national team, always at the heart of basketball in this country. Undergoing a huge period of change and transformation with a new board and chief executive, it got to the point were the brand purpose, personality and visualisation had to be redefined and reshaped. The goal was to place the playing audience and stakeholders at the heart of all England Basketball activity. This shift towards a customer-centric operation would help to shape and define how the organisation connects with and works to understand and engage with the audiences.
After thorough research and strategic approach, we started revisiting the positioning, brand purpose and naming. It followed the imago-type, logotype, its variations and other key satellite assets.
We gave them a governing body more flexible, versatile, better equipped and much more effective at servicing the current basketball market. The process required defining the brand values and personality of England Basketball. The following attributes resonated strongly with the organisation and its audiences.
Credible: Viewed as a trusted authority on the sport and go to organisation for information on any matter regarding the sport in England.
Passionate: Works hard to ensure all players can access the sport and develop their skills.
Pro-active: Meets challenges head on and helps its partners, players and stakeholders achieve their goals.