A brand to start a movement

Sport England
Brand identity and campaign positioning

Giving Sport England some get-up-and-go.

Young person in a helmet and life jacket paddling a boat on water with a determined expression, overlaid with text about strength and sports England.

What we did

Tone of voice
Brand positioning
Campaign narrative
Design
Templates
Visual identity
Brand guidelines

Sport England is responsible for, well, all the grassroots sport in England. Giving people across the country the inspiration and opportunity to live happier, healthier and more active lives.

This is important. Not just for our prowess on pitches and podiums, but for our health and wellbeing. It’s just as well that they’re the experts. But no one likes being preached at. So they needed a way to speak to their many audiences in a voice that was authoritative yet inclusive, professional yet passionate.

A collection of three sports-related publications from Sport England, featuring images of athletes and community members participating in cycling, hockey, and running, with titles and colorful borders.

After a series of consultations, workshops and stakeholder interviews, we created a new voice and verbal identity for Sport England, blending professionalism and expertise with passion and inclusivity.

Swimmer underwater in a pool with text overlay that says "When we love".
A collection of sports guides and brand guidelines from Sport England, featuring images of people swimming, playing tennis, and a young boy holding a tennis racket.

Making Moves

Off the back of this project, Sport England came to us to help create the organisation’s new 10-year manifesto.

Our central concept of ‘Movement’ led the way, with our ‘hero’ line: “When we move, we are stronger” becoming the centrepiece for the strategy and campaign, which launched in early 2021 with a video fronted by Dame Kelly Holmes.

We’ve since also played a similar role in helping shape another nationwide project, exploring how the places we live play a big part in the sort of lifestyles we lead.

We created a narrative around the inequality behind inactivity – the idea that, while some people are inspired and empowered by their surroundings, others feel trapped or restricted.

This became the Place partnerships initiative: a series of ground-up, locally led schemes to get people moving.

A smartphone displaying a Twitter page about Sport England's new strategy, with a video featuring Dame Kelly Holmes.
Man in wheelchair holding tennis racket on a tennis court, smiling, dressed in sports attire, with text promoting passion and determination.
A presenter in a maroon sports shirt and a maroon cap, holding a notebook, talks to a group of children in sports uniforms. They are outdoors on a field, with some people in the background.

Then we took these principles and themes into the new look and feel for the brand, creating a fresh palette, graphics and visual language which game Sport England the flexibility to engage with everyone from Whitehall policymakers and elite athletic institutions to members of the local Zumba group.

A digital page from a document or presentation with text and images. The top section has a blue background with white text asking how something sounds in practice, with sections labeled 'After' and 'Or even...' that contain text and logos, and a video thumbnail showing two people playing with a ball in an outdoor setting.

More work

Three children sit at a table in a classroom. A young girl in the middle looks distracted. Behind her is a yellow noticeboard with colourful paintings that spell out, ‘I live with dementia’. This is an awareness campaign Lark created for Dementia UK.

Dementia UK

Brand awareness campaign

 

A woman with brown hair wearing a turquoise hoodie holding a yellow kettlebell with "8KG" written on it in front of a yellow patterned background with black text that says "Raise your game."

Bowel Cancer UK

Verbal and visual identity