Strategic rebrand for UK Chartered Institute
With sudden and ongoing growth, Threerooms worked with CIMSPA (The Chartered institute for the Management of Sport and Physical Activity) to develop their brand to one that’s modern, easy to manage and reflects a prestigious, professional and forward-thinking organisation in the Sports and Health space.
The CIMSPA brand challenges
It’s good for businesses to have ambitious goals. For CIMSPA, through the professionalising and regulating of the standards of sports industry professionals, they have the opportunity to improve the health of the nation and help unburden the NHS. With such a worthy and heavy remit, it needed a brand transformation to provide it with a strong identity to support those goals.
The existing CIMSPA’s brand was dated and underdeveloped having been done in a hurry. With the increase of the sports sector, the time to revisit hadn’t happened and with rapid and ongoing growth there was no delaying a rebrand for an organisation that needs to be so forward-thinking.
Understanding and communicating value to their wide range of customer groups meant a delicate balancing act to keep it accessible, relevant and easy to manage. Above all, the brand needed to be versatile enough to be adapted for formal reports submitted to the government, through to communications about membership with those in the industry that might range from the owners of a chain of gyms to a self-employed yoga teacher.
A sharp strategy
Through our deep-learning discovery phase, we uncovered the heart of the organisation, defining what makes it special, how it differs from its competitors and a compelling choice for its members and partners. This included various workshops and detailed staff and stakeholder interviews to gather insight which would help shape our decisions and sharpen our strategy. We could then present the correct tone of voice and a set of succinct and effective key messaging, allowing for better connectivity and understanding.
A brand identity that works
The icon was a central part of creating the new branding as something that could stand alone and still be easily identified. It needed to convey a professional organisation that holds a Royal Charter but helps and guides those within the sports and physical activities sector. The crafted owl shield was designed to incorporate all these aspects, blending the modern and traditional aspects.
The roll out of the brand was across a range digital and print items, from formal documents through to a set of social templates. This was all supported by comprehensive online guidelines to help with long term consistency.