European Athletics

The challenge

After a period of growth and evolution, European Athletics was keen to create a new brand identity in a highly competitive and changing global sports environment. After some initial work with another agency, European Athletics appointed JTA, in October 2007, to bring the brand development to a conclusion and to develop a communications strategy.

Our strategy

To come up with a strategic direction, we involved stakeholders in a brand audit. The resulting rebrand process included strategic consulting and brand workshops, culminating in the creation of a comprehensive brand handbook. To achieve buy-in, we also implemented a cascading system for ‘socialising’ the brand both internally and externally to stakeholders.

The outcome

Our systematic and strategic rebrand process has led to universal acceptance and renewed direction throughout the organisation, with a corresponding increase in brand profile. We continue to work with European Athletics on various communications initiatives.

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