Fudge have recently completed and launched the rebrand and implementation of what has been a 6 month exploratory positioning exercise for England Squash and Racketball (ES&R).
The new brand, dubbed ‘English Rose’, started [its] preliminary offline rollout and application in March this year. Full phase 1 rollout to the ES&R site was completed in June. Phase 2 development scoping is well underway with further releases planned throughout 2009.
The review was prompted by ES&R’s aim to have the sport included in the Olympic programme, as well as making the rules and regulations of squash and racketball more accessible to the public.
Gavin Bates, Creative Director who led on the rebrand comments…
“As an organisation the identity no longer represented where ES&R stood within
their marketplace nor did it accurately reflect where they wanted to go. Fudge
were tasked with repositioning the brand, creating the new marque, tone of voice
and visual language to help take ES&R forward into new markets, raise profile and ultimately gain new membership throughout the UK.”
Andrew Birley, Client Services Director at Fudge adds…
“There was no real incentive for clubs to register people as members at the moment, so we had to address increasing the understanding of the rules of squash, reaching out to a younger audience, getting schools involved and boosting competitions.”
ES&R are the governing body for squash and racketball in England and is
responsible for the organisation and promotion of both sports. It comprises 38
County Associations, approximately 1,000 Clubs and 50,000 individual members
aged from 8 to 80. The organisation develops programmes and resources across
the whole spectrum of the sport, from grassroots development, through coaching
and competitions for all ages and abilities, to producing World, European and Commonwealth champions on a regular basis.