• Purpose, Brand & Culture
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Sporting a new brand

SportPesa, whose sponsorship ranges from Premier League football to Formula 1, needed to modernise its brand to optimise its visibility during a period of international expansion. The original brand had thrived through innovation and guerrilla marketing tactics. The next stage of its development required greater consideration and control alongside a digital-first strategy.

  • Video poster, click to play

To understand the ambitions of the diverse international marketing teams, Luminous undertook interviews and brand workshops, as well as undertaking a brand audit and peer review.

The insight gained fuelled a creative overhaul. The process involved finessing the logo, developing new colourways, taking a new approach to typography and creating fresh visual assets for digital and social. Brand application also covered CSR, sponsorship and kit implementation.

We also helped evolve the SportPesa brand for use in new sponsorship territories, such as evolving the identity for use on livery and uniform for the Racing Point Formula 1 team.

We produced a profile book to help the business sell its story to prospective new partners. This set out a clear social purpose, highlighting how SportPesa believes in using the power of sport to unify people everywhere; connecting customers with excitement, sports clubs with funding and society with opportunities.

James Moore, Creative Director

As sports fans, this was a real passion project for the team. To see our identity move at 200mph is thrilling.

Have a similar challenge? Get in touch.


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