Glasgow’s Youth Urban Games were the first of their kind when they hit Scotland + we were over the moon to be working on them. Funded by Scottish Canals, the games were created to promote exercise in the area to young people in a new way, using parkour, freestyle BMX and skateboarding.
They came to us looking for something different than anything else out there – something that was youthful + fresh, but also edgy enough to resonate in the urban environment of the games.
To make sure we created a brand that would be the right fit for the games, we had a workshop with members from the Youth Urban Games team, including their marketing team, local businesses + suppliers, school pupils + sports enthusiasts who were pros in the urban field. Our aim of the workshop was to help us find the answer to one simple question – what do the games mean to you? A sub-group was formed of young people who would be involved to help us co-create a strapline for the games – Think Less, Live More.
With Glasgow Urban landmarks and with a skatepark next to the modern Riverside museum, we used the answers from our workshop to inspire our design solution + create a brand with geometric shapes and bright colours – something that would provide a genuine feel of what it’s like with to be part of the games. We narrowed our ideas down to a final shortlist + presented them to the team for their final decision.
The result was strong, vibrant branding that successfully told the Youth Urban Games story. We had to be sure it could stand up against existing favoured brands in the industry + be developed across all festival merchandise – including a bespoke hand-drawn map featured in the festival programme. With a short two month turnaround from the start to end of this project, we delivered a brand that our client loved, but most importantly, believed in.