BRAND & DESIGN STRATEGIES TO ENGAGE TOMORROW’S STARS
The IAAF recognised the need to address a number of key sporting issues and identified the ‘brand’ as being a key factor in building a sustainable future. Whitestone was commissioned to develop a brand positioning, architecture and branding strategy that would lead to a change in the structure, perception and presentation of athletics globally.
The full team comprised the IAAF, AMS (the IAAF’s marketing partner), Whitestone and The Works (design).
Our work involved simplifying and reorganising a complex structure, deep examination of the IAAF’s brands, properties and markets, positioning the
IAAF brand and sub-brands and producing a creative strategy that ensured the expression of the brand which would support a change in the market and underpin primary commercial structures.
Given our strategic, creative and commercial expertise, we worked with The Works to create new identities for the IAAF and its competitions and properties. The new strategy and branding was launched at the end of the IAAF World Championships in Berlin and is currently being rolled out across the world. A fuller representation of everything that has been developed can be seen on the IAAF’s website.