International Olympic Committee
Urban Sports
Injecting street energy into a global stage
Brand Identity
Campaigns
Sport
We rebranded the Olympic Qualifier Series—a new tour celebrating street sports like BMX, skateboarding, and breaking—giving it an identity rooted in authenticity and youth culture.
Work produced under:
This Place Ltd
The IOC needed to reach younger, more culturally aware audiences—but had to do so without alienating its core identity or appearing inauthentic. These are communities that spot corporate posturing a mile away. We needed to create something credible and magnetic.
01.
The challenge.
02.
What we did.
We developed a bold, flexible brand system for the series, covering everything from logos and visual language to launch assets and social templates. The design reflected both the dynamic culture of urban sport and the global reach of the Olympic movement.
The new identity resonated across street sport communities and Olympic audiences alike. It launched across digital and physical formats, energised the build-up to Paris 2024, and gave the IOC a fresh, relevant voice in a new category of global sport.
