Sport England
Brand identity and tone of voice
A brand to start a movement
Sport England is responsible for, well, 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.
After a series of workshops and stakeholder interviews, Lark produced a comprehensive tone of voice guide with unique tone principles, top tips, and extensive ‘before and after’ copy examples to help them put this personality on the page.
We also created a new visual look and feel for the brand – with clear and intuitive brand guidelines – which perfectly matched the visual to their new verbal personality.
And then…
Sport England wasted no time in building on their brand’s new foundations, and liked them so much that they asked us to 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.
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Workshops
Tone of voice
Visual identity
Training
