An Olympic moment.
A connected design programme.

We had been working with ELEY for some time when preparations for the London 2012 Olympic Games brought a new level of attention to the business. The archived project material records a website launch during the Olympic build-up, with photography and editorial content centred on professional athletes and industry events.

The task was to bring the brand into alignment: a consistent identity, strong imagery and communications that reflected its place in the sport. The programme continued beyond the event.

We developed a coherent visual approach across the website, literature, product communications and sponsorship activity. Photography and creative direction documented the teams and individual shooters ELEY sponsored, forming part of the sponsorship communications programme.

The shared design approach connected publication layouts, athlete photography and event content.

The programme included an adidas merchandise range, applying the identity to clothing alongside the print and digital work.

The range connected with sponsorship activity involving teams and individual shooters.

The relationship included a substantial digital platform and merchandise-ordering project, alongside the website and supporting content. International visibility, including search visibility across a global audience, formed part of the remit. Live scores and social feeds connected the site with the sport during the Olympic build-up.

The digital work connected the website, content and merchandise-ordering experience within the wider programme.

Delivery spanned the website, corporate brochure, photography, sponsorship communications, merchandise and event-related content. International search visibility was part of the remit; no ranking, traffic or sales improvement is quantified.