The pride of British Winter Sport

With a new strategy in place and bold ambitions for the Beijing 2022 Winter Olympics, British Curling urgently needed a brand to match its elite team performance capability, pioneering training programme and coaching expertise. Curling has seen an increase in public profile in recent years with the success of the British teams at major championships, but there was much work yet to be done for this elite training and coaching organisation to own its position as a performance leader on a global stage, and elevate its reputation and engagement with national and international stakeholders, sponsors and media.

An athlete-driven performance strategy demanded an athlete-driven brand. And so it was that we enjoyed the unique experience of collaborating with Olympians, experienced and up-and-coming elite athletes. Through interviews and workshops, we captured what this sport means to the people who represent it at the highest level, so we might give them an uplifting purpose, a bold and stretching proposition and brand themes, and a refined identity they can be proud of.

Best of luck to the teams in their preparation for and performance at Beijing 2022. We'll be watching ...