Commonwealth Games Scotland - Team Scotland
Reinventing a national identifier to avoid the clichés

Over a decade after designing the winning brand framework and bid book that helped Glasgow realise its ambition to host the 2014 Games, we were asked to create the Team Scotland brand to reflect a new, modern era for the Commonwealth Games movement in Scotland.

Our objective was to develop Commonwealth Games Scotland, a once every four-year event focused entity to Team Scotland, an all year-round brand that would promote ongoing relationships with all of their key audiences. 

National identity, particularly where sport is concerned is a potentially tricky subject matter – how to capture a sense of personality that reflects a modern domestic audience, whilst providing international audiences with something they expect and recognise as Scottish. A challenging process of reinventing our national identifier, in this case the revered thistle, avoiding the clichéd portrayals by balancing respect and restraint with modernity and vision.

Deliverables:
Strategy and messaging
Identity and brand guidelines
Brand extensions and initiatives
Campaigns