Ahead of the 2020 Tokyo Olympics, I worked with Paralympics GB to develop their overarching identity and narrative for the games. The brief was to set out several key deliverables that represented a crucial first step in defining the brand positioning in a way that can be understood both internally and externally.

 

I was the principal designer on the account and led on bringing this positioning to life, through creating a unique brand identity that was translated into a brand book, mapping out the concept into a practical guide and framework for the creation of future materials and assets.

 

The identity aimed to shine a light on people with disabilities and bring them to the forefront of society. The brand identity has been used in the run-up to the Paralympic games and sparked conversation from the outset.

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It was a privilege to get the opportunity to work on such a well-known and highly regarded brand. This project will stay with me for a long time, it was one of the first branding projects I got to lead in my career and there was many learnings along the way, but what a challenge to be trusted with. It's not every day that you get to see your tote bag designs for sale in such a large retailer like Sainsbury's!