Matta Rebrands Sport In Mind
Creative agency MATTA has delivered a new brand identity for the Sport In Mind charity – the first project in what is set to be a two-year pro bono relationship.
MATTA, which has been shortlisted for the BT Sport Industry Awards 2019 Young Agency of the Year in association with Getty Images, is working with the Berkshire-based charity as part of a new CSR intiative that involved team members nominating an organisation they’d like to help.
Sport In Mind’s mission is to improve the lives of people experiencing mental health problems through sport and physical activity.
Neil Harris, Sport In Mind’s founder, welcomed the outcome of the repositioning work, explaining: “Not only were we outgrowing our previous brand geographically, (our work expanding beyond Berkshire across the South East), but we needed to be relevant and contemporary in today’s world, just in the same way as brands would outside the third sector.
“MATTA helped us overcome this challenge by creating an identity around the sentiment ‘Sport in Mind helps you play again’ – with the sporty brain character – ‘Sim’ – conveying the fun and supportive nature of Sport in Mind brand persona.”
India Thomson, Senior Brand and Strategy Manager at MATTA, added: “Sport In Mind’s brand is rooted in the simple enjoyment of sport. We wanted to convey this in a welcoming and memorable illustrated character and so, by creating Sim, we’ve been able to put the emphasis on sport for fun rather than competition”.
MATTA will continue its work with Sport in Mind in support of the charity’s expansion beyond the Berkshire area.
