Beyond 2012 - an integrated Design Story

Brand communication
A graphic design story

“We wanted to show how the brand could be used to communicate at all levels and that it wasn’t just about a logo.”

Paul Turner,
Creative Director

Tell us about the early design brief

We received multiple briefs that all involved interpreting and helping to implement relatively new brands across the lifecycle of the Olympics – it was a bit of a design journey for us! One specific brief was to create a piece of London 2012 communication aimed at engaging local government in the London Olympics project.

What inspired your design concept?

With all the furore in the media about the brand, we wanted to show how the brand could be used to communicate at all levels and that it wasn’t just about a logo.

What challenges did you face along the way?

The challenge was to produce a piece of communication that could be sent to a whole range of local government people. It needed to inform, but also be a continual reference to the key building blocks of maximising the benefits of the London 2012 Games. We wanted to create something that grabbed attention, but didn’t get discarded after a first read. Our design solution was a mailer, full of useful information, which also folded out into a wall poster. We used the new brand in a bold way, so that people wanted to put it up in their offices.

How did it feel to be involved in such an important British project?

Our involvement started early on, not long after winning the bid, and now we’re involved in the legacy so we’ve all felt especially attached to the London Olympics. It’s always felt a bit like a relay, in that there’s been this process of being responsible for handling different branding as it changed along the way. We’re really honoured to have been able to contribute (in our own small way) to such a major event. And just as importantly for us, how we carry on communicating the legacy.

Agency

Company name
Embrace

Project
Engaging local government to maximise the London 2012 opportunity and helping to implement Olympic branding on a journey from post-bid to legacy.

Website
thisisembrace.com

Project team

Paul Turner
Creative Director

Joanna Papadopolous
Client Services Director

Dawn Butler
Senior Designer

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