THE agency that created the Team Scotland branding used at the nation’s most successful-ever away Commonwealth Games is reflecting on its own achievements.
With the country’s greatest sporting triumphs over the last 12 months recognised at the Team Scotland Scottish Sports Awards in Edinburgh on Thursday night (13 September), capital-based Brand Oath looked on with pride at their own successes.
The design agency created the Team Scotland branding used for the Gold Coast 2018 Commonwealth Games in Australia, with Scotland claiming a total of 44 medals – the highest at an overseas Games and just nine short of the record 53 won on home soil at Glasgow 2014.
A number of the medal winners were honoured at the awards at the Edinburgh International Conference Centre (EICC), hosted by Hazel Irvine and Dougie Vipond. The evening featured 14 awards categories across individuals, schools, clubs and teams, with Brand Oath’s Team Scotland branding prominent throughout the venue and on the audio visual screens.
The brand mark was unveiled back in July 2016 following a tender process and athlete consultation, with Brand Oath creating a framework of themed applications for use across a range of collateral, including Team Scotland kit and merchandise, campaign advertising and promotional materials.
Specifically, for the Gold Coast edition of the Games and to connect with the host country’s philosophy for the event, Brand Oath also worked with a local Aboriginal artist, Leeton Lee, to create an original and authentic piece of artwork to tell the story of Team Scotland’s journey to the Gold Coast and thus celebrate the Games’ values of humanity, equality and destiny.
Bernie Shaw-Binns, who founded the agency with wife, Julie, said: “It has been a special year for Team Scotland, especially given their success at the Gold Coast, and it was great to see many of their achievements highlighted and recognised with awards at the EICC.
“As an agency, we were also proud to see our Team Scotland branding on display and it has been fantastic to work on the designs and see them strongly showcased over the last two years.
“Our objective was to develop Team Scotland from a once every four-year event focused entity to an all year-round brand that would promote ongoing relationships with their key audiences.”
The agency, who are soon moving to a new Edinburgh office as they approach their seventh birthday, have a strong reputation for delivering design, branding and communications for Olympic and Commonwealth Games, national teams, governing bodies and federations, events and bids.
The agency has experience in helping various cities in their race to host sports events, including the Glasgow 2014 Commonwealth Games and UEFA Euro 2020 in Baku.
More recently, Brand Oath produced the winning design and branding that helped Liverpool secure the 2022 FIG Artistic Gymnastics World Championships, in partnership with British Gymnastics, Liverpool City Council and UK Sport.
The Championships will be one of the largest international sporting events ever to be held in Liverpool with an estimated 600 gymnasts from 90 countries taking part in ten days of competition.
Bernie Shaw-Binns added: “Working with various partners, we were delighted to help Liverpool come out on top to stage the 2022 FIG Artistic Gymnastics World Championships.
“We also created an identity to celebrate Liverpool’s Commonwealth links for their 2022 Commonwealth Games bid and, while they missed out to Birmingham, the exposure for the city through our branding highlighted its appeal for their gymnastics bid.”
Brand Oath is also working with 4global, the global event and sport management consultancy, on their own brand refresh. Following a period of strong growth, 4global are keen to better reflect their business and future ambition to become the number one trusted advisor in sport.
Using their specialism in sport communications projects, Brand Oath are delivering an integrated and fully updated identity for 4global with imagery, digital assets and an associated marketing framework.
Brand Oath’s other sports clients also include British Rowing and Scottish Athletics.
For more details on Brand Oath, please contact: Julie@brandoath.com
Team Scotland Awards image: Jeff Holmes
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