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British Skydiving Branding
CLIENT:
British Skydiving
PROJECT:
Following a name change, British Skydiving required a bold brand to engage new generations.
EXPERTISE:
Brand Positioning / Brand Development / Creative Direction / Design / Copywriting
ROLE:
Lead Designer / Creative Director
CHALLENGE
The British Parachute Association was a respected governing body, but the brand no longer reflected the evolution of the sport. As skydiving became more diverse, dynamic and accessible, the organisation needed to move beyond a traditional association model and inspire a new generation of participants.
IDEA
The brand was representing the past of the sport, not its future.
By embracing the energy, progression and accessibility of modern skydiving, we repositioned British Skydiving from a governing body people had to engage with into a sporting organisation people wanted to be part of.
STRATEGY
I led the strategic positioning and creative direction, working with stakeholders across the sport – from instructors and experienced skydivers to first-time jumpers and their families. These insights shaped a new brand narrative and visual identity, centred around movement, precision and progression.
The new typographic logo expressed the sensation of free-fall through subtle movement within the letterforms, while the wider visual system created a confident, contemporary identity that could compete alongside world-class sporting bodies.
IMPACT
The rebrand successfully repositioned British Skydiving as a modern, future-facing sporting organisation. Launched at the 2020 Skydiving Expo to widespread acclaim, the identity has since influenced governing bodies internationally as the sport continues to evolve.
