Leeds-based brand and design consultancy Elmwood has created a striking new identity for Women in Sport, as part of the charity’s recent high profile re-brand from the Women’s Sport and Fitness Foundation (WSFF).

The newly re-branded Women in Sport, has been campaigning for more than 30 years, aims to transform sport for the benefit of every woman and girl.


Women in Sport’s new business cards

Selected as the charity’s strategic partner, Elmwood worked in close collaboration with the Women in Sport team to devise a high impact solution that would reflect their fresh, bold outlook. They said it was important that the new look and feel was simple and immediate, as it had to appeal to corporate partners and influencers, as well as women themselves. It also had to be strong enough to stand out on its own, yet flexible enough to work easily in partnership.

Elmwood’s approach prioritised the word ‘in’ – ensuring stand out from the competition, which all lead with ‘women’, and better reflecting the charity’s all encompassing approach. A strong, strident typeface was used as an interesting counterpoint to this inclusive message, and the multi-coloured, fractal background adds vibrancy and diversity to the designs, while also enabling them to be easily adapted for different messages and audiences.


New posters

Elmwood associate creative director Chris Jackson, said: “Where as other advocate groups focus on women participating in sport and fitness activities, Women in Sport are a charity focusing on gender equality throughout the whole sporting arena – from coaching and volunteering to law and sponsorship. With this in mind, we thought the word ‘in’, offered the most powerful and relevant basis for our concept.”

The new brand was unveiled at the Transforming Sport event at Lord’s Cricket Ground on 30th October, which the charity co-hosted with the Department of Culture Media and Sport in front of an invited audience of over 300 senior sport and corporate stakeholders.

Amanda Duffy, director of campaigns and communications at Women in Sport said: “This rebrand is an exciting and pivotal time for Women in Sport, so it was crucial that we got it right. We are serious about making a real impact on the lives and futures of girls and women across the UK, and Elmwood’s design perfectly captures this energetic and ambitious spirit.”