More than just sport

Brand Strategy

Despite a very strong reputation for credibility and impact within the sport sector, StreetGames struggled with limited public awareness, a complex brand architecture and B2B-only positioning. With government spending under pressure, StreetGames needed to diversify revenue streams and reach both public and private sector audiences.

Following a competitive tender, StreetGames commissioned IE Brand and Digital to undertake a comprehensive research and repositioning project. IE began by leading a listening exercise which included:

• Internal stakeholder workshops (2.5 hours each, maximum 12 people)
• External 'sense check' workshops with key stakeholders
• Contributing to third party market research that StreetGames had already commissioned with a sports data specialist
• A brand audit reviewing marketing materials, strategy documents, comms plans, website, and social channels
• Brand architecture review examining the relationship between StreetGames and other branded entities like 'Doorstep Sport'

Having immersed ourselves in StreetGames' history, constraints, and the evolution of its brand, it became clear that while the organisation was doing exceptional work, several challenges were holding them back:

Awareness was mixed. Stakeholders either knew StreetGames intimately or had never heard of them, there was no middle ground. Even young people and parents who benefited from their work often didn't know StreetGames existed. This was starving the core brand of much needed equity.

Brand architecture was confusing. The relationship between 'StreetGames', its local partners, and other branded initiatives wasn't always clear.

Positioning was too narrow. The brand was optimised entirely for public sector audiences, missing opportunities with corporate funders.

Impact was hidden. Incredible stories of transformation weren't being effectively shared with key audiences.

The messaging was complex. Terminology and communications weren't accessible to general audiences. People didn't really know what StreetGames actually did.

Working with IE Brand has been a fantastic experience. They understood our brief from day one and delivered everything we asked for. It’s clear they’re an agency that truly knows their craft; their expertise shines through every stage of the process. The results speak for themselves, and we couldn’t be happier.

Jackie Snell, Director of Fundraising, Engagement & Communications

Revolution not evolution

Following our research, IE presented 12 strategic recommendations designed to drive behavioural change and align stakeholders – from the Executive team through to Trustees – before proceeding to creative work.

Our recommendations provided StreetGames with a clear roadmap for transformation. We advised on whether they should become public-facing, ultimately recommending a dual approach that would maintain sector credibility while reaching wider audiences. We identified where complex messaging and terminology were creating barriers and recommended simplification to make their communications more accessible. To help them crack the private sector, we outlined how to make StreetGames attractive to commercial funders without compromising their mission.

We also identified specific gaps in recognition and showed how to address the awareness cliff-edge they were experiencing. Our guidance on strengthening relationships with Local Trusted Organisations aimed to improve the network overall. We showed them how to maintain grassroots credibility while growing, helping them avoid becoming 'the establishment'. We advised on taking appropriate credit for achievements without overshadowing community partners, ensuring they didn't position themselves as merely a middleman.

We identified ways to ensure brand communications could match the passion of StreetGames staff, channeling their people more effectively. Our recommendations outlined how to leverage powerful testimonials to improve their storytelling. Crucially, we repositioned sport as a vehicle for youth transformation rather than an end in itself, helping them communicate that they offered more than 'just' sport. We clarified their brand architecture to resolve confusion around Doorstep Sport, and we made the case for bold change rather than incremental evolution to match the future challenges they would face.

These recommendations were ideal for stakeholder alignment, providing evidence-based direction that the entire organisation could get behind.

Repositioning the charity

With findings and recommendations in hand, it was time to translate insight into deliverables. We held a messaging workshop with StreetGames' internal communicators to better describe the organisation's value, segment audiences, and define tone and brand personality.

This collaborative session led to the creation of a comprehensive Messaging Matrix that went through three rounds of feedback and refinement. The matrix serves as an easy-to-use reference guide for all future communications and contains:

• Positioning Statement
• Value Proposition
• Core Messaging Pillars
• Audience Segmentation (Funders, Network Partners, Policymakers, Sports Organisations, Young People, Public & Media)
• Refined Brand Story
• Tone of Voice
• Content Themes

Next, we turned our attention to StreetGames' visual brand. We began with a 'Success Criteria' Design Brief, asking 'What will success look like?' and defining hard criteria (objectively verifiable requirements) and soft criteria (subjective aims). This document guided the entire creative process and secured stakeholder sign-off upfront.

Our award-winning design team competed internally for the privilege of becoming Lead Designer, with each submitting concept sketches assessed against the Success Criteria. The selected solution was developed to presentation-ready standard, including:

• Logo/marque
• Typography
• Use of photography
• Imagery (icons and graphical assets)
• Colour palettes
• Treatment of quotes, statistics, and stories

We demonstrated versatility by showing the identity applied across digital channels, animation, print, and screen - both static and in motion. The result was a visual identity that signals change and strategic shift while honouring StreetGames' grassroots heritage.

Building the tools for transformation

Creating the messaging framework and visual identity were only the start of StreetGames' transformation. Next, they needed guidance and support to implement the new brand effectively.

To protect the investment in research, messaging, and design, we created comprehensive brand guidelines providing clear guidance to internal design resources, copywriters, and external agencies creating collateral for the brand. This living document ensures consistency while giving teams the flexibility to apply the brand across diverse contexts.

StreetGames also asked IE Brand to create a series of templates and assets to support immediate implementation. We delivered packaged template files for core items including:

• Social media assets
• Slide presentations
• Reports and other foundational collateral

These fool-proof tools enable designers to maintain brand consistency while working efficiently.

Finally, we delivered interactive website design prototypes in Figma, ready for IE Digital's architects, UX designers and website developers to bring StreetGames' new website to life.

Read our full case study for the StreetGames website.