Scottish Women in Sport Brand identity and campaign
The SWIS vision is for a country where females of all ages, abilities, ethnicities and walks of life are participating in sport or physical activity; within a positive, equitable culture where their achievements are promoted and celebrated.
A rigorous brand workshop programme allowed us to accurately position them in the marketplace as the courageous, determined and friendly team they are, certain to succeed despite the challenges that still lie ahead. Inspired by the idea of the inevitability of success, the italicised ‘i’ in the word mark is a simple visual representation of momentum and driving towards a tipping point.
Their depth of understanding of our target market has resulted in a brand that speaks to the customer before I get a chance to. But they offered us so much more than a re-brand, it re-energised us, focussed us and delivered a product that will enable us to go forward with supreme confidence.
Maureen McGonigle, Founder Scottish Women in Sport
We also created a campaign, Girls do sport. In addition to various print and digital assets, the SWIS TV Youtube channel will carry ten 15 minute programmes developed by UWS students focussing on women in sport and highlighting one sport per show. The statistics around media coverage of women in sport continue to be depressingly low compared with their male counterparts. Girls Do Sport will be a small but welcome antidote to this under-representation in the media.
I welcome Girls Do Sport continuing to highlight female participation issues in sport. Coming soon after Scotland’s first Women and Girls in Sport Week, they will help us to further understand the barriers that women and young girls face and help to drive change.
Aileen Campbell, Minister for Public Health and Sport