British Rowing Inside Indoor

Purpose
As the national governing body for rowing in the UK, their purpose is to open up the indoor rowing experience to everyone; equality of access, a shared experience, a genuine indoor rowing community. 

Insight
Indoor rowing rarely finds its self in front of a non traditional rowing audience. People aren’t sure what it is or how to do it properly. Focussing on fitness fanatics in the first instance, we discovered that they are always looking for something different or new to improve or add to their fitness regime. As such, we developed a proposition to play to their curiosity and thirst for knowledge. Inside indoor is a destination where they can discover, gain deep understanding and get ahead of their competition with ‘inside’ knowledge. 

User proposition
Where all indoor rowers belong.
Because, when you know, you row.

Creative rationale
The logo is inspired by the angle and shape of the foot plates on an indoor rowing machine. It represents the connection between the body and the machine and provides us with a dynamic sense of forward momentum.

Following launch, British Rowing is taking its indoor rowing programme to non-traditional audiences, helping create opportunities through indoor rowing within the custodial environment. They aim to support inclusion and diversity within these venues and help prisoners with a unique rehabilitation opportunity on a pathway back into society through the sport. The power of sport is crucial in helping change an individual’s mindset and providing skills and motivation to not reoffend

Deliverables:
- Audience insight
- Brand strategy
- Core messaging
- Visual identity
- Brand guidelines
- Brand toolkit of assets