To create an iconic, memorable and commercially viable sporting brand for the first British America's Cup entry for
almost a decade.
Drawing on the long and proud history of Britain in the America's Cup along with the key essence of teamwork, camaraderie and competition within sailing, the creative idea of Unity gave us the platform to explore a dynamic sporting brand that could represent the energy, dynamism and fluidity of sailing, in a ‘modern British’ way.
Communicating the extreme excitement and energy of the sport and the premium audience to whom it plays out. The final brand interprets the British colours in a contemporary but energetic way, with the final mark representing the unity of the team supported by rich, detailed photography to capture the variety and beauty of the sport.
Agency / FutureBrand Team / Adam Savage, Giovanni Rodolfi
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