How do you make a sport global and accessible, commercial and personal, all at the same time?
By capturing its spirit.
We work with World Rowing to ensure their full range of brand communications, digital media, events and merchandise stay true to the values of one of the great Olympic sports. Dedication and hard work above all else, fairness and a deep respect for nature. All embodied in a brand identity inspired by the ancient art form of Sumi-e, the dedication of one’s life to creating the perfect stroke.
This identity forms an integral part of event logos for rowing regattas around the world. Each has a strong sense of host location while still keeping a consistent visual look to the brand.
But this is a brand that is instrumental, not just ornamental. World Rowing’s values inform and inspire the organisation at every step. Such as who they choose to partner with, like the World Wildlife Fund for Nature, campaigning for clean water around the world. And the Spirit Awards, created to honour student rowers who make a difference to their communities beyond their chosen sport.
It even helps them reach an audience beyond the water too, with innovative global competitions like the World Rowing Indoor Sprints, where everyone, no matter their age or background, has the chance to compete in an elite global event – all you need is a Concept2 rowing machine.
A global sport true to its nature and committed to the world around it.