Our work

Disrupting the tired and ineffective world of sports agents

Client | DEFY


The world of the sports agent is full of many tropes and negative 'Jerry Maguire' stereotypes. DEFY has the ambition to disrupt this tired and ineffective world through being a challenger brand built around innovation and technology to help elite athletes manage their multi-lifecycle careers. Our role in this ambition was to help DEFY through a full brand origination project; to devise a brand strategy, create a company name and completely new identity, values and brand assets.


Through a series of workshops, we took DEFY on a strategic and creative journey to uncover insights that would lead to a compelling, differentiated and distinctive Brand Strategy. This in turn led to a Creative Proposition and a number of naming options, culminating in DEFY being chosen as the new company name. We also supplied a strapline, 'Talent Growth, not talent management', Brand Manifesto, Brand Values, Custom Logo, Typography, Imagery and Asset Templates.


We achieved a highly differentiated and bold new brand positioning and identity for DEFY, that achieved the aim of challenging the status-quo of the industry. This new name has become synonymous with a highly skilled team that has already signed top Premier League players and will be branching out into other elite sports in the very near future.

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