Sportpoland

Sportpoland is a multi-brand shop selling high-quality sports accessories and equipment. The company has many years of experience in the B2B sales model. It is a distributor on the Polish market of many renowned brands including Kettler and Hudora. It also supplies equipment to sports facilities, schools and gyms.

Since the start of communication for the client on Facebook, the engagement rate under posts has increased by 2260% compared to the comparable period before the collaboration. This is the result of a combination of the aforementioned visual consistency, engaging copywriting, effective advertising activities and a well-developed digital marketing strategy.

One of the elements of the communication strategy we prepared for the client was to develop a design system that would correspond with the existing visual identity and help to achieve the company's business goal of developing B2C sales. On the basis of the new graphic representation of the brand, all creations for communication and campaigns in selected online channels were to be prepared.

The starting point, on the one hand, was the logo, the colour scheme and the look of the online shop in order to maintain brand recognition. On the other, we intended to reflect the character of the brand, which we defined during a workshop conducted with the client. All wrapped up in a sporty style.

The process of developing the system design was carried out in two ways. The starting point in the visual aspect was the logo, which is distinguished by its pronounced curves. This shape was also present in the way the offers were shown in the online shop. The emotional interpretation of the brand also pointed to the use of soft forms to build inclusivity, which is one of the elements in the brand's essence. In this way, a signature border was created to give an appropriate character to the message presented in the graphic.

The sporty character was achieved through the use of colour contrast and a font that refers to the lettering of American college sportswear. The strong brand colour creates a strong contrast with the white and black that we chose to combine.

The design system for Sportpoland has been implemented in the brand's ongoing communication on social media channels and in the advertising campaigns we run for the client. Thanks to the close collaboration between our departments, we are able to ensure visual consistency at each of the touchpoints where the client encounters the brand for which we are responsible. This allows us to effectively build brand recognition and more effective remarketing. You can read more about visual consistency in communication in an article by our Art Director Maciej Goś.

We based the communication for Sportpoland on four main lines of communication, under which we adjusted the way the main message was presented, while retaining the design elements of the system described earlier.