SPORTS PROMOTIONS GROUP
I led the visual identity development for Sports Promotions Group, one of the world’s leading brand activation agencies.Their peer group includes Adidas, Jordan, The Premier League, MLS, and more.
Through interviews and research, we found their brand is strong, agile, counterculture, and disruptive. It has the playfulness, energy and speed of brands like Nike and MTV. The work needed to reflect the youthful spirit of disruption while being bounded by a strong, clean design.
At the center of the identity is a bold, simple athletic icon designed to be remixed and abused in a million different ways. A flexible color palette combines with layered textures and patterns to promote constant experimentation and evolution.
At the same time, I wanted the wildness of the icon system to be contained within a controlled, modern environment. It needed to be clean and polished at times, but still powerful, athletic, and forward-facing. The two sides convey confidence.
I believe that great brands are an act of rebellion because distinct work requires going against the grain. The best creative work doesn’t just communicate, it disrupts, provokes, and leaves a permanent mark of those who taste it.
While natural forces pull everything toward safety and mediocrity, raw energy and playfulness can exist at the corporate level, and SPG represents that without entirely abandoning professional polish.
