Brand creation

SMS Sports Consulting Group (SMSSCG) is a collective of experienced consultants offering management consultancy across a number of disciplines including marketing, ticketing, events, hospitality, sponsorship, tourism and new product launches. Their perspective is drawn from an unrivalled breadth and depth of executive-level experience and underpinned by validated insights and proprietary data models.

They asked us to help them create a brand that would sit comfortably alongside other group entities and also bring their unique ethos to life.

Born out of the comprehensive guidance and advice they provide to the sports industry, and the transformational outcomes they achieve for brands, rights holders and events, we defined SMSSCG’s purpose as “raising the bar”.

Teamwork is fundamental to what SMSSCG do, and to all sports. Whether that’s 15 rugby players in a six nations team, the support team surrounding a tennis player at a grand slam or even individuals coming together to compete as a team in the Ryder Cup. We thought that the tactical formation patterns which are so symbolic of teamwork were a great parallel for the network of talent that comprised the new group. Not only are they used to plan and strategies but can change easily depending on the circumstances and incorporate different players depending on need and availability. We thought that flexibility and adaptability alluded to the way SMSSCG worked and created a flexible identity around that idea.

The website uses a metaphorical “bar” on the hero images to help expand their proposition, which alongside the bold use of colour and the conversational tone of voice, delivered their story with the brevity and impact they had requested.

What we did
Brand strategy / Brand identity / Brand communications: Website / Stationery / Presentation design / Art direction / Copywriting / Photography