Basketball England is the governing body of the sport of basketball for England. The organisation operates the English Basketball League for both Men and Women, as well as the England national team. The organisation was also involved in the establishment of the Great Britain team. It was beginning a new stage in it’s purpose to be seen as an organization at the heart of basketball in this country. It was undergoing a huge period of change and transformation with a new board and chief executive.
It’s re-brand was going to be the first significant change that will be obvious to an external audience, and was going to represent and showcase the change happening throughout the organisation. The main objective was a brand review of England Basketball encompassing the name of the organization, logo, and design elements of key assets.
We developed several concepts for consideration and approval. A key objective 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 its audiences.
The aim was to create a governing body that is better equipped and much more effective at servicing the basketball market of today.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 is the first port of call 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.
My involvement in this project started from the initial strategy, positioning and naming, to the design of the the brand imagotypes, logotypes and variations proposed.