• Transform magazine
  • November 18, 2019


Basketball England updates visual portfolio in collaboration with Mosquito


Basketball has long been a steady component of Britain’s sports network. Part of the school curriculum, its integration as a key activity across the UK has led to competitive success for its regional and national teams. Its governing body in England has represented the sport, from community support to governance, since 1936. Making the recent decision to refresh its visual offering, Basketball England unveils a dynamic refresh, showcasing the diverse inclusivity of the sport.

Partnering with Manchester-based digital brand communications agency, Mosquito, the brand refresh incorporates updated visuals across its website and digital platforms. Built from the ground up, the new website combines Basketball England’s entire offering, redeveloping approximately 500 pages from score updates across all competitions, to squad lists and latest news. Aiming to increase participation, membership and community outreach, the project also welcomes a new mantra, ‘Together we are Basketball,’ emphasising ‘all’ in red, matching Basketball England’s logo.

Anthony Diver, managing and creative director at Mosquito, says, “We’re challenged to make basketball a sport that’s valued in every school, college and university, accessible in every community and inspires the wider population to be engaged in the game. This is just the first steps of the digital transformation. Having a passion for the sport in the agency has helped drive insight coupled with striking brand imagery that is reaching out to the hearts and minds of everyone that represents basketball in England.”

Fostering simple design elements and easily understood visuals, Mosquito’s work also manifested new methods in stylising and capturing the sport’s identity, notably adopting innovative photography and image standards that aim to capture the culture and spirit of the game. With Basketball England overseeing some of the UK’s top talents, including former and current NBA players Pops Mensah-Bonsu and Luol Deng, its updated platforms also emphasise the future of the sport, with simple navigation highlighting various ways to get involved with basketball in England.

Sarah Robertson, marketing and communications director at Basketball England, says, “We are committed to creating the very best conditions for everyone in the sport to thrive and achieve so much more for those playing, competing, volunteering and advocating within the sport. This includes players, coaches, officials, referees, volunteers, clubs, schools, leagues and competitions. The website, brand refresh and the new campaign consolidates our new direction for basketball in England and we look forward to delivering the growth and participation for the sport in 2018.”



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