ClientInvictus Games
SectorPublic Sector & Non-Profit
ExpertiseBrand Identity, Brand Strategy, Communications

In the poem Invictus, William Ernest Henley wrote:

I am the master of my fate,

I am the captain of my soul.

From this, we created a logo that highlighted I am. The phrase captures a powerful belief in the human spirit and celebrates the idea that the athletes aren’t just competing with one another, but also with themselves.

Our brief was to create a brand to reflect the Games’ core values, attract competitors and engage audiences around the world. Our response was an empowering rallying cry for people everywhere.

I am the master of my fate, I am the captain of my soul.”

William Ernest Henley
Invictus Games is an international sports event organised in partnership with the Ministry of Defence and The Royal Foundation of The Duke and Duchess of Cambridge and HRH Prince Harry.

The Invictus Games has truly established itself as a global sports brand, attracting more venues, host countries and new sports each year, and inspiring participants, volunteers and audiences alike. ”

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