TGB10.jpg

Team GB

 

YEAR
2012


PRIMARY ROLE
Design Lead

KEY DELIVERABLES
Creative Direction
Art Direction
Brand Design
Event Design
Venue Design
Illustration
Editorial Design
UI Design

 

Our Greatest Team.

The British Olympic Association (BOA) are responsible for delivering the British Olympic athletes; 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. From 2010 to 2013 I worked with the BOA as Creative Lead, delivering the London 2012 campaign, both strategy and execution.

The campaign challenge was to create the best support for a British team ever. A Home Games gave a home advantage. The support of domestic fans had shown to deliver a surge in medals for the host nations at previous Games. The aim was to connect the nation to Team GB.

 
 
TGB-Logo.jpg
1-TGB-Brand-Book-2.jpg
1-TGB-Brand-Book-3.jpg
1-TGB-Brand-Book-1.jpg
 
 

IMPACT

 

— SOCIAL STATS

Over 620% increase of Team GB followers during the Olympics Games

Over 35 million people engaged with #TeamGB and #OurGreatestTeam

#TeamGB averaged 1.8 million views per day, peaking at over 2.8 million

#OurGreatestTeam averaged 542,000 views per day, peaking at over 750,000

Over 60,000,000 people reached during the games on Facebook

— CAMPAIGN AWARENESS

97% awareness of Team GB

45% of respondents claim to be advocates and supporters of Team GB

83% of the UK population thought that the Olympics will have a positive impact on the UK and almost half of these people believe the effect will be long-term

— BRAND AWARENESS

7 out of 10 say Team GB athletes have replaced music stars and footballers as perfect role models

55% of Britons say Olympic Games are ‘well worth’ the investment for cheering the country

83% of the UK population thought that the Olympics will have a positive impact on the UK and almost half of these people believe the effect will be long-term