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As the mastermind behind Brandwave’s very own ‘Project X’, Creative Director Alastair explains why we simply couldn’t afford to ‘stand still’ in an ever-evolving industry.

In the dynamic realm of sports marketing, the importance of a well-executed visual brand redesign cannot be overstated. The sports industry operates in a perpetual state of evolution, requiring brands to adapt and refine their visual identity to stay relevant.

In response, we took the strategic decision to evolve Brandwave’s visual identity, where evolution rather than revolution was the order of the day. We wanted to refresh, refocus and reinvigorate, whilst maintaining our brand equity and everything we loved about our previous visual entity. Here’s why…


Adaptation in a Shifting Landscape

Picture your brand as an entity navigating the fast-paced currents of sports trends. Much like an athlete honing their skills, your brand must refine its image to reflect contemporary aesthetics. A brand that stands still risks appearing outdated, failing to resonate with the evolving preferences of its target audience.

Standing Out Amidst the Competition

In a saturated sports marketing arena, differentiation is paramount. A visual brand redesign should distinguish you from your competitors and captivate the attention of your audience. By carefully crafting a visual identity that resonates with existing and prospective audiences, you enhance brand recall and maintain a unique position within the market.

Preserving Brand Essence

While visual elements may transform, it’s crucial to preserve the core values and essence that define your brand. A successful brand redesign seamlessly marries a fresh aesthetic with the enduring ethos of an organisation. This delicate balance ensures that you retain authenticity and resonate with longstanding supporters and newcomers alike.

In Conclusion

A well-considered brand redesign is not merely a cosmetic upgrade; it’s a strategic manoeuvre to fortify a brand’s position in an ever-competitive landscape. It’s about adapting to change without losing sight of your essence, ensuring that your brand remains both contemporary and rooted in its foundational values.

Alastair Lecomte