Champion Sports: one identity, made for the big stage.
Brand development, exhibition graphics, advertising and complete video production, created as one connected visual system for ICE London.
The brief
Champion Sports needed a distinctive sports betting brand and a complete visual presence for its European debut at ICE London. We created the logo and identity across exhibition graphics, print, advertising, business cards and clothing, then extended the same language through motion graphics and an introductory film produced from concept and script to animation, editing and audio.
The identity
Fast, focused and unmistakably sporting.
The Champion Sports identity combined a compact CS monogram with condensed, high-impact typography. Textured finishes, clipped corners and sharp graphic details gave the marque a sense of pace, while black, white and vivid green kept it clear across print, clothing, screens and large-format exhibition graphics.
ICE London
The identity at exhibition scale.
At ICE London, the visual system appeared across overhead branding, display walls, counters, screens and supporting material. The exhibition graphics used energetic sporting imagery and direct messaging, with a consistent framework that held the space together from every viewing angle.
Advertising and print
A flexible campaign language.
The campaign paired energetic sports imagery with concise, assertive headlines. Portrait adverts, wide-format graphics and multilingual executions all retained the same dark stadium atmosphere, green accents and recognisable Champion Sports mark.
Brand applications
Consistent from card to clothing.
The same compact logo system was adapted for business cards and branded clothing. Each application kept the core black, white and green palette intact, with the most suitable version of the mark selected for the available space.
The feedback
“Mark at the Thought Store was an integral part in our preparations for the European debut of our Sports Betting Brand, Champion Sports. The brand development, logo, visuals, ads and video content produced for ICE London (the biggest gaming industry expo in the world) were of fantastic quality and proved crucial in the impact and success of the brand, which was very well received. I would have no hesitation whatsoever in recommending The Thought Store to any other company, Mark’s experience and input proved to be crucial to us!”
Champion Sports