Commonwealth Games England Appoints Matta

Commonwealth Games England (CGE) has appointed MATTA to create a new identity for the English athletes and para-athletes, who compete as one team across the 18 different sports.

The Gold Coast Commonwealth Games take place in April 2018, and CGE has looked to MATTA, who was shortlisted for Young Agency of the Year at last year’s BT Sport Industry Awards, to recommend and direct the creation of a team identity.

The CGE team is the largest to leave the shores of England for any sporting event, with over 400 athlete and para-athletes competing under the flag of St George, across 18 sports.

“We wanted to bring the athletes together into one team, and with that, drive support from fans, but be distinctive in our own positioning.” said Laura Spaven, commercial manager at CGE.

“We were very impressed with MATTA’s previous team identity work for other teams and are confident they can create something powerful and enduring for us.

“As an organisation we underwent some work on our organisational values, with ‘pride’ being an overarching theme. We’ve briefed MATTA to draw this out in our new team identity, so that the athletes can feel part of a team, and fans can support us.”

MATTA’s design & innovation director, Tom Allwood added “We are delighted to be given this opportunity from CGE to bring to life the values, and create a team identity. It’s a wonderful chance to showcase the power of teams, and create something that is both inspiring and enduring, both for the Gold Coast 2018 and further down the line.”

MATTA and CGE will launch the campaign in coming months to coincide with team announcements from the various sports.

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