Creative Director of Shift, Miguel Reis, explains it.

The year 2023 is marked by a wave of visual transformations, from the rebranding of Fanta and Burberry to Twitter's change to "X", to the latest redesign of the social network Reddit. However, one of these projects stood out remarkably: the impressive rebranding developed by the British firm 'Thisaway' for Great Britain's participation in the upcoming 2024 Paris Olympics.

The epicenter of this visual transformation was the iconic British flag, a symbol with vast graphic potential that, in this project, reached levels of expressiveness perhaps never before explored. The strategy behind this rebranding aimed not only at an aesthetic update but also at expanding the brand's reach and relevance throughout the Olympic cycle. This effort included a clear intention to attract a younger audience, recognizing the importance of influencing a generation that is visually more receptive to innovative visual stimuli that evoke a patriotic feeling.

The new identity positions Team GB for a "digital first" future with an innovative approach. This not only keeps up with changes in public interaction with brands but also ensures that Team GB remains relevant and accessible in the online world. This strategy also aims to strengthen ties with sponsors and commercial partners, consolidating a robust relationship associated with the brand.

"Everyday Extraordinary" has become the new motto, reflecting a broader purpose and an inclusive narrative centered on ordinary people, from athletes to fans. The brand overhaul focuses on telling personal stories, humanizing this narrative to make Team GB more identifiable to a diverse audience.

The reinvention of the 'flag brand' is a feat of innovation and aesthetics, elevating it to levels perhaps never before explored. This rebranding thus manages to maintain the original values and symbolism through the meticulous redesign of the Lion, reinforced with the introduction of new elements, vibrant colors, expressive and abstract patterns, diverse transparencies, and exclusive typography by Lewis McGuffie, which are essential for creating a solid connection with fans and providing flexibility for a powerful connection with athletes across different sports, both in the Summer and Winter Games.

This rebranding is not just a visual transformation; it is an innovative visual narrative that leads Team GB to move and inspire a nation at the 2024 Paris Olympics. A true celebration of British tradition, now presented in a captivating and innovative way.

This article was published in Briefing.