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Sport BC 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Government, State Agencies, NGOs, Sports, Entertainment
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
In November 2008, the British Columbian (BC) Sport Alliance released their 2020 Vision for Sport and Healthy Living report, which sought to reduce government healthcare expenditures by improving public health through social and recreational sport.

Sport BC is a complex organization; a government body, a funding agency, advocacy group, non-profit and a representative of 65 Provincial Sport Organizations. Research revealed that 70% of British Columbians were confused or unaware of Sport BC’s role as an organization. It also showed that although the public is buying into the culture of sport, actual participation is declining.

The solution was purposely simple, inspire people through one powerful single-minded thought, and based on the notion that Sport BC gives everyone in BC the opportunity to be the athlete that they are, the tagline “Everyone is an athlete” was developed. Using a unique custom typeface, the tagline is the graphic platform creating a bold and inspiring graphic statement. Combining the graphic tagline with Sport BC’s user-generated imagery creates a feeling of accessibility and makes for an easily implemented scheme for the non-profit.

Sport BC was repositioned from a complex governing body to a dynamic consumer-facing brand. Since launching in Spring 2010 all stakeholders of Sport BC have responded, favorably including government bodies and the public. Early indicators suggest that awareness and understanding of Sport BC has improved as enrollment in BC sporting programs is increasing (as of Fall 2010).


Client: Sport BC -

Brand Strategists/Designers: Karacters Design Group -


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