This project was worked on in collaboration with the Marketing Team at hgb. Sport Waikato were looking for a new brand that reflected who they are, the next step of their journey, and their connection with the people.  As the senior designer, my role was to deliver a brand identity that stayed true to the past by retaining the familiar shape of the ‘W’ and traditional colours Sport Waikato are known for, but bringing it into the future of Waikato Sport.

Reflecting on their bright future, the visual elements evolved to be more playful and energetic while incorporating movement which represents their brand and values.