UQ Sport

We recently launched our rebrand for UQ Sport, the not-for-profit organisation committee for sport and recreation at the University of Queensland. UQ Sport is home to some of Queensland’s finest sporting facilities and has a member base of more than 4,000 customers and a further 7,000 people actively involved across UQ’s 35+ sporting clubs.

The challenge was to align the identity with the UQ brand while giving it a distinctly energetic tone based on the brand idea ‘Unleash Your Personal Best’. With certain elements of the core toolkit pre-defined – the logo had to sit within the university shield, the typeface had to be Gotham and the colour palette had to utilise the UQ colour palette – we created an identity system based on energetic lines and bold type treatments.

To launch the identity we created a concept reel, completely based on free footage and produced in-house. Because I wanted the sound design to feel bespoke I channeled my former music producer self and composed a bespoke track with a beat based on sport sound samples.

Identity stills