Laureus

The power of sport –
pitching a future-proof
and unified brand experience
for Laureus.

With Laureus' permission, Grandslam pitched
a new brand design for the philanthropic sports organization.
The design unifies Laureus, Sport for Good, the World Sports Awards,
the Academy and Ambassadors under a new identity.
All visuals are for pitch purposes.

Amplifying Laureus' mission;
to end violence, discimination
and disadvantage against
young people and chilren.

By repositioning the identity to hero the philanthropic
work Laures does and support it with star studded
imagery of the Ambassadors, Academy and Awards,
we can amplify an authentic brand message
that feels less like a photo op with a sports star.

A unifying strategy that
positions Laureus as something
far more important than
sports legends and awards.

By externally positioning 'Sport for Good' as a brand line
rather than a separate organisation we can better communicate
why Laureus exists and more effectively use the Awards
and Ambassador/Academy events as a platform for support.
This is how Laureus can use sport to unite us.

An ancient crown from sport
that represents those
of virtue and high quality.

By visually representing Laureus using a laurel wreath
we've strengthened the connection between the visual and verbal
aspects of the brand, and also helped the identity move away
from gender bias and disproportionately representing the awards.

Two dynamic fonts
that help signify sports
and movement.

We've proposed two fonts that can better reflect Laureus
and it's mission. Shentox, a highly legible, versatile font that's sporty
and would feel at home on any sports apparel, and Widescreen
a variable width font that gives the impression of movement.

Simplify to amplify,
and inspire others to join
the movement.

A simplified and contemporary digital experience
helps to convey Laureus' brand message
of Sport for Good, with engaging and emotive
portraiture sitting centre field.

A digital-first sports awards
to inspire a youthful audience
and future-proof Laureus.

With a design that feels equally at home
advertising the latest video game,
this is a highly engaging, contemporary
Sports Awards that can last well into the future.

The brand proposal is really nice work
and has been well received. We'll certainly be using
Grandslam for our design work.

Sarah Wei
Laureus Brand & Marketing Manager

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+44 (0)7590 835 346

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