Brand Communication

Sportech went through an extensive rebrand at the end of 2019 and I was drafted in to work on all communicative collateral for both internal and external use moving forward. Utilising the top-level brand direction, I applied the new visual identity across a range of communication products, including: stationery, memos, exhibition stands, product guides and digital assets.

As a publicly listed company, Sportech's brand identity is incredibly important, and the new communication material has confirmed its position as a market leader in the industry, illustrating cohesion and professionalism at every touch point.

The new stationery includes letterheads, business cards, internal memos, a monthly newsletter and compliment slips. The logo and colour palette were provided and I've created the stationery based around that scheme and the technological edge that Sportech is aiming to pursue.

I ran into a couple of issues during the creation of the new stationery, including the fact that the colour palette was pre-picked and the green chosen for the brand was (unfortunately) unable to be printed on a standard CMYK printer. Working with the CMO and the Head of Marketing, we compromised on a "digital" green and a "print" green, supported by the initial design studio.

Ensuring that the new brand adoption ran smoothly, I created a set of brand guidelines that were distributed throughout the company and to anyone that would be in contact with, or utilising, any element of the Sportech brand.

The end product was a clear set of guidelines for the visual identity of Sportech, and a reference point of how to apply the new direction in multiple scenarios.

The brand communication spanned both internal and external communications, meaning new collateral had to be created for everything from internal memos to adverts in respected, industry-leading publications.

All-new product sheets had to be created for the entire fleet of Sportech offerings, including digital products, physical terminals and proprietary software. This new collection of information sheets are used on a daily basis by the sales team to upgrade and secure new client business for Sportech.

I also designed Sportech's exhibition stand at the 2020 Asian Racing Conference, held in South Africa from the 18th–23rd February, 2020. Below is the artwork that went to print and was subsequently displayed at the conference. As part of the exhibition, my UI and product design work was also featured on various physical products throughout the stand.

Overall, the project has been an incredible success with the new visual identity and brand communication guidelines at 100% adoption across the company.

Stakeholders are on board and continue to utilise the new assets that have been created and Sportech remains at the forefront of the industry with a corporate identity that will be impactful and representative for years to come.