Creating a global sports brand with purpose.
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.
It uses the power of sport to inspire recovery, support rehabilitation and generate a wider understanding and respect for wounded, injured and sick servicemen and women.
Our brief was to create a brand to reflect the Game’s core values, attract competitors and engage audiences around the world. Our response was an empowering rallying cry for people everywhere.
What we did
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.
We translated the idea across the entire brand experience from the website, event and venue branding to PR initiatives, sponsorship and even the medals.
At the first ever Invictus Games in 2014, more than 400 competitors from 13 nations competed at four iconic London venues. In 2016, it was agreed that the Games would become an annual event, with cities around the world vying for the chance to host. And in 2017, more than 550 competitors from 17 nations gathered in Toronto to compete.
participation increase in 3 years
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.
We continue to work with the Games to build the brand.
We launched with a fully worked-up brand identity which resulted in an outstanding level of PR and a very positive public response to the brand. There is no doubt that the team’s ability to reflect the core character of the games – that sense of the WIS community overcoming adversity, of being accepted for who they are, of being proud, unconquerable beings – had a huge resonance with all stakeholders and with the general public.
Project Director, Invictus Games
BT Sport Industry Awards
Red Dot Awards
Brand Impact Awards
WPPED Cream Awards
2 Highly Commended
Design Week Awards
Drum Design Awards