Icon Creative Design have confirmed that they will be continuing their creative partnership in support of The Westfield Health British Transplant Games, an annual event that celebrates the life-saving benefits of organ donation.
Androulla Webb, Creative Director of Icon commented, "It’s been an absolute pleasure to collaborate with the inspirational people who make the Games happen and we are delighted to be continuing the partnership through to Leeds 2021 and beyond."
The British Transplant Games is the flagship event of charity Transplant Sport, aiming to give the transplant community a chance to celebrate the gift of life they have received from donors and donor families. Thousands of heart, lung, liver, kidney and other transplant recipients compete in 21 different sporting events in different UK cities each year. The 2021 Games will take place in Leeds from 5-8 August.
The extension of the partnership marks the success of the brand refresh which was rolled out in 2019. The new identity celebrates the host city as well as the athletes and sponsors.
‘We wanted the local community to feel part of the games. By evolving the design each year to include key landmarks and the city colours we are able to personalise the campaign to the location - a nice touch and a way of thanking the city for their investment and commitment to the games’ she added.
2020 presented challenges for the organisers and the design agency with all marketing moving online, culminating in the successful delivery of the first ever Westfield Health ‘Virtual’ British Transplant Games.
Dr Paul Harden, Chair of Transplant Sport said: “We’ve been staging the British Transplant Games for over 40 years now, but the look and feel has really come to life in the last few years. Icon has helped us create bespoke identities for each Games, whether it’s physical or virtual, now we can use our brand to raise our profile, bring on board new partners and make a splash in each of our host cities. We are incredibly grateful for Icon’s support.”
John Timms, Event Director said "We are thrilled that Icon continue to be our creative partner. Their expertise in creating a distinctive identity for the games itself and the links to the host cities has definitely contributed to the profile and professionalism of the annual event, whilst capturing the friendliness and kinship that taking part in transplant sport represents."