A formula for global awareness

SportPesa set Luminous the challenge of adapting their brand to work harder across all of its territories.

The old brand was built in Kenya and had thrived on innovation of approach. However, the next stage of its development required greater consideration and control whilst retaining the spirit of its African roots.

Luminous undertook stakeholder interviews, brand workshops, a brand audit and a peer review to gain the insight needed to fuel the creative development phase.

As part of the brand development process we finessed the logo, developed new colourways, took a new approach to typography and imagery, and created new brand assets for digital and social. The guidelines we created also covered CSR, sponsorship and kit implementation – most recently we also helped develop the brand for new sponsorship territories, including F1.

To celebrate the brand’s move into the UK market, we produced a profile book to help the business sell their story to prospective new partners. The book set out a clear social purpose, highlighting how SportPesa believe in using the power of sport to unify people everywhere; connecting customers with excitement, sports clubs with funding and society with opportunities.