The Invictus Games is an international adaptive sporting event for wounded, injured and ill serving and veteran defence personnel.
The Invictus Games highlights the power of sport to inspire recovery, support rehabilitation and generate a wider understanding and respect for the wounded, injured and ill men and women who have bravely served their countries.
Prince Harry founded the Invictus Games in 2014 in London. The Invictus Games moved to Orlando in 2016, and will be in Toronto, Canada in September this year.
Sydney will host the fourth Invictus Games in October 2018 with events across Greater Sydney including Sydney Olympic Park and on and around Sydney Harbour. More than 500 competitors from 18 nations will be in Sydney along with 1000 accompanying family and friends.
The Invictus Games is about much more than just sport – it captures hearts, challenges minds, recognises contribution and changes lives.
For the Invictus Games Sydney 2018, the organisers asked R-Co Brand to assist in developing the Look design and communication program.
How do you extend an existing global master brand identity, with its own strict guidelines and governance, into the Australian environment using a distinctive Look design that enhances the master brand, but also encourages the start of a local conversation? In addition, ensuring that the Look can be owned by the host organisation as a valuable marketing asset, with an image that attracts attention and a story that generates support. It was a difficult challenge.
R-Co was engaged to guide the development of the Invictus Games Sydney 2018 Australian Look. Richard Henderson’s experience as the Visual Identity Director of the Sydney 2000 Olympic Games, Sydney 2000 Paralympic Games and the Melbourne 2006 Commonwealth Games was an invaluable asset. The knowledge and expertise of the R-Co team and empathy with the client’s objectives, created a trusting environment for the project development.
The process of R-Co gave a framework for the strategic development of the Look idea and creative execution. It provided confidence to the client that the solution would be based upon sound thinking. The creative idea of “Down Under” was dovetailed with the master brand identity, supported by a series of call to action headlines.
The Look design has been received with enthusiasm by Invictus Games Sydney 2018 because it conquers a difficult problem. The inspired solution is perfect for Australian marketing activities as its meaning is understood across demographic measurables, both locally and internationally.
It was a proud moment for the client and the R-Co team when the “Down Under” creative brand strategy was approved!
With all identity programs, the risk of ensuring that the investment in imagination delivers ROII is a CEO’s greatest concern. If the money and time spent in creative development does not solve the business problem – because it fails to bring to life a business strategy, is hard to understand, difficult to execute or worse, is unable to inform, inspire and motivate audiences – the whole effort is a waste of time and resources.
This is even more important in the not-for-profit sector so for the Invictus Games Sydney 2018 Look program, getting it right was essential, and any potential hurdles were resolved collaboratively.
Using a co-creative process, the end result is a robust, inspirational brand program that has provided Invictus Games Sydney 2018 with an end to end brand solution that is transferable across any media platform. The design of the Look eloquently expresses that the 2018 Invictus Games are in Australia and uses a graphic language which evokes the larrikin style Australians are famous for.
To extend the sporting event into a wider community context, the theme “Embrace” has been developed. The Look strategy enables the narrative to be communicated within the system, further deepening the Invictus Games Sydney 2018 brand experience.
The entire solution has elevated everyone through the strength of the story, the simplicity of the creative idea, the quality of the designed outcomes and the authenticity of the messages. It is a great example of design thinking adding reputation value to business purpose.
Creative team - Richard Henderson, Vicki Boerema, Michael Canturi, Peter Nedavoski, India Armstrong