Our work

Building a brand and visual identity for a sports-tech start-up

Client | ikonik

Klutch Studio - ikonik Brand & Visual Identity


Technology has been at the forefront of professional sports for some time, providing instant feedback and data insights. ikonik was born to offer this technology and insights to amateur sportsmen and women playing small-sided sports such as 5-a-side football, netball and basketball. Ai technology would track, learn and predict player behaviours and movements and instantly create a highlights real and rich data post-match, that could be viewed, analysed and shared with friends instantly via an app. They required a name, brand strategy and visual identity that would allow them to go-to-market.

The Solution

Working with the team we ran a series of workshops to define the brand strategy, defining the product truths, promise, purpose and brand expression which ultimately after several options lead to the name ikonik and strapline Everyday Legends. Linking this all together was the creative proposition which inspired the creative development, 'Feel like a legend in your sporting world'. The brand would become synonymous with the fun, competitiveness and fitness goals a social sport participant has.

After several routes, we settled on a bold style that uses a visual interpretation of the tracking software to put the player front and centre, grid lines that define the sectors of the court or field (in a subtle nod to how the tech works) and bold, clear typography that was set in Helvetica Now Display for maximum impact. The tone of voice challenges the audience to become ikonik and compare themselves to their sporting heroes via live replays normally reserved for those heroes.

Klutch Studio - ikonik Brand Pyramid Klutch Studio - ikonik Logo Design Klutch Studio - ikonik Brand Strapline
Klutch Studio - ikonik Brand Guidelines Design Klutch Studio - ikonik Guidelines Design Klutch Studio - ikonik Brand Design Klutch Studio - ikonik Brand Assets Design Klutch Studio - ikonik 6 Sheet Poster Design Klutch Studio - ikonik Brand Logo Design Klutch Studio - ikonik Billboard Design Klutch Studio - ikonik Brand Poster Design Klutch Studio - ikonik Basketball Design Klutch Studio - ikonik Poster Design Klutch Studio - ikonik Social Media Design


“This is a brilliant bit of work. I’ve been through this a few times with different agencies and I think you’ve collectively nailed it.”

John Stuart

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