Russell Seymour, CEO BASIS
"The BASIS logo and brand had served us well for a long time, but the tenth anniversary celebrations of our organisation was the perfect time to refresh the brand with a more up-to-date and clearer feel. iD Creative combined simplicity with clarity. They listened to us and created a new brand identity for us that met all of our requirements – and all on a tight timescale. We have had very positive responses from our members on the new look and feel of the BASIS brand. I’d be happy to recommend iD Creative to others."
Sustainable branding
The brief: Identify the challenge
In 2021, BASIS (The British Association for Sustainable Sport) needed a more dynamic, contemporary brand identity to reflect their crucial mission. They partnered with Ethical Pixels, who then invited our studio to contribute our graphic design expertise to this rebrand for a comprehensive website transformation.
With the growing demand of global focus on sustainability in the UK. BASIS plays a vital role in providing expert guidance to sports clubs, venues and governing bodies to help them to understand their impacts, set targets and implement processes to improve their environmental performance.
Our approach: Clarity and movement
Our process began the collaborative project, working closely with the BASIS main team where their existing logo and branding weren't effective. This initial direction was important to give us direction for a successful kick off. From this we presented three distinct, bespoke design concepts to the client. We firmly believe that client feedback is important in shaping the final design and we always ask for input during each stage.
We started the ball rolling with the team to discuss where their current logo and branding was failing to direct us to form a brief. This direction helps to streamline the process to just three bespoke concepts to submit to the client. Having client feedback always help to shape the final design so we always welcome any amendments at this stage.
Design process: The winning solution
There was a clear winner from our three concepts which now stands proudly at the top of their website. By combining the green arrow of the logo with the powerful black and white sport images it helps add to the concept of movement. Following the logo approval, we developed comprehensive brand guidelines. These guidelines provided their marketing manager and external partners clear instructions on recreating the brand. Having a consistent application of the logo suite, typography, imagery and colour palette across all communications is vital when rebranding. It also gave Larry of Ethical Pixels clear direction on the digital design of the website with fonts and colour restrictions to add to the wireframe. Their 10 year anniversary celebration and award ceremony was the perfect excuse to have their new website live for mid October 2021, reinforcing their message of sustainable progress.
Result: Sustain your brand
We believe this project demonstrates our ability to translate complex values and ethos into clear, impactful visual identities that resonate with audiences and support long-term organisational goals, a commitment we continue to bring to all our future projects.
See the impact: Why not explore the BASIS website to see if you think we've hit the mark.
