MLB [Maccabi London Brady] was in the middle of an identity crisis. Often confused with its affiliate and ‘parent brand’ Maccabi GB. Any money that is donated to one does not reach the other and MLB often loses out.
The MLB brand is also widely perceived to be just about football, when it offers netball, athletics, youth camps and much more.
MLB itself has had numerous names over the years meaning that even its members are disjointed in the way that they speak about MLB.
A clear, distinct and bold identity which is completely separate from the affiliate brand.
A flexible identity that allows all of the MLB offerings to have a common identity for the first time ever, to strengthen the masterbrand.
A logo driven identity which is embedded into all communication, to represent how sport should be embedded into the community.
The logo also represents the laying of the foundations for a community and the continual improvement of yourself.
Conceptual Pitch work – was decided not to go through with rebrand