In order to develop a platform for upcoming sportspersons, Aditya Birla Sports worked with Fountainhead Digital MKTG to define its brand purpose, ethos and identity.
Aditya Birla Sports is an initiative that aims to promote the development of sports across all formats. The organisation curates sports events and works with policymakers to create favourable circumstances for upcoming sportspersons to excel.
To convey the purpose and create a unifying brand around all their experiences, define its brand purpose, ethos and identity.
Given the diverse nature of sports that the organisation addresses, an exploratory exercise conducted by Fountainhead Digital MKTG concluded that the best brand platform the organisation could occupy would be based on the very basics of sports and fitness. All sports activities work towards the optimisation of 3 aspects – Strength, Power and Endurance, and what underlies them and is honed over time as well, is technique. The visual identity created conveys just that, along with the colour choice – Magenta for strength, Yellow for power and Blue for endurance.
The identity was extended across Aditya Birla Sports’ experiences and marketing collaterals, with further extensions made possible by the definition of the same in a comprehensive brand guide.