Licensing for Champions

We were commissioned to create a licensing style guide ahead of the Tokyo Olympics. Team GB were looking to extend and push their style guide further, bringing existing assets to life and exploring new areas within licensing. We were challenged to really push the boundaries, inspire new direction and appeal to new audiences.

We split the guide into three ranges, Heritage, Gen Z, and Worn with Pride. The heritage range draws inspiration from apparel and kits spanning the 60’s to the 80’s. Gen Z has been created to live within modern sports aesthetic, featuring type, and illustrative experiments to create a kit of parts which can come together in a number of different ways. Pride centres around the Team GB mascot, for which we made a series of collectible, colourful stickers created specially for kids and family games to be worn with Pride.