Sport England wanted to revamp their Club Matters sub brand and website. Club Matters exists to help and advise the running of sports clubs, from recreational to professional levels.
Cyber-Duck underwent a discovery phase with user research, of which the outcome was that the word 'club' was a bit of a barrier for those wanting to take part and get involved in sports.
My Role
Leading the brand design, working alongside a UX designer and another visual designer who was scheduled to work on the UI section of the project. The key stakeholders were the Head of Marketing and Directors of Sport England.
The brief
Club Matters needed a rebrand to better align itself to its users. A more inclusive less obstructive name and brand was needed.
Research
An initial discovery phase was undertaken by the UX researchers, which highlighted the pain points and areas that needed to be improved.
Initial design steps
I put together and facilitated an initial branding workshop with the client, guided by the user research to find the brand direction we collectively wanted to take. This included 20+ participants.
Following the workshop I put together an affinity map to map out the common themes that came out of the workshop.
I then created a name-storming board to create the unique and memorable brand name that resonated with the direction we defined.
Name-storming board
Brand positioning activity
Visual brand exploration
To support the brand look and feel, a visual expression or art direction was needed. As part of the early brand development, I looked at different applications of an art direction, to find a visual territory for the new brand.
The solution
After various rounds of name iterations and art direction, Sport England with our guidance decided the route they wanted to take. Buddle, a unique memorable name (the union of Buddy + Huddle) was designed to have a more inclusive and softer approach to organised sports.
An amazing brand workshop delivered by @Josh Smitherman, @Chris Giles and @Siobhan Daley for Sport England. A team of 20 from the client side, all engaged and inspired by you.
