Rebranding the British Parachute Association.
The British Parachute Association (BPA) were looking to extend their reach and increase participation by attracting a new generation of skydivers. Meeting the challenge head-on, we helped the BPA rebrand and reposition themselves – as a modern, inclusive organisation.
Discovering a unique, exciting and technical sport.
A brand isn’t just a logo – it’s everything. Our discovery phase began with a series of client workshops to understand the sport, its members, the role of the governing body and perceptions of new participants.
We spoke to a range of stakeholders, the governing body and skydivers themselves (instructors, experienced skydivers, first-timers and their families). We gained valuable insight into what the sport meant to them and, more importantly, how they perceive the governing body, how they are communicated to and how they would like to engage with BPA.
The insights gleaned from the discovery phase formed a strong foundation on which to begin looking at ideas and concepts.
Creative Sponge clearly demonstrated a high level of expertise and understanding of our organisation. They provided us with the confidence they can develop a brand personality that encourages participation and continued engagement within the sport. Angel Fernandez
A sporting body reborn – say hello to British Skydiving.
Our initial feelings about BPA were corroborated in discussions with members. The association wanted to capture the excitement, passion, skill and dynamism of the sport in a new name, British Skydiving.
The new identity is a fusion of aspirational imagery with bold, energetic typography, a striking colour palette, angled lines and confident tone of voice.
The typographic logo symbolises the speed and velocity of skydiving and, cleverly, doesn’t favour any one discipline within the sport. It is very much a representation of who they are now and where they want to be as a governing body – a future-focused brand that will appeal to new and existing participants alike, positioning them alongside other world-class sporting bodies.