— CLIENT + BRIEF
The British Olympic Association (BOA) are responsible for delivering Team GB to the Olympic Games. As well as sports engagement, science and logistics, the BOA are also responsible for all media, brand and commercial activity.
Briefed to re-design, illustrate and brand the Team GB mascot for the London 2012 Olympic Games; Pride the Lion. The brief featured early suggestions of a white lion with a red and blue mane, with an energetic and playful nature that appealed to a youth market.
Pride launched in summer 2011 and was featured across national press and television to a positive reception and is still used today.