Previous London Sport annual reviews had been printed documents accompanied by an identical PDF, making them static, flat and uninspiring.
By creating a microsite the impact report digitally reflects a future-facing vision for London – a more ‘active’ city. Breaking information up into concise sections and using movement, such as animated infographics, created a sense of life. Paired with the bold new design style and art direction, the report became one whereby a lot of information became easy to use, read and digest.
We then created a traditional downloadable PDF so people could still take it away with them.
Now in their fourth year, it was time to push the London Sport brand forward and refine their current visual image to make it more impactful and inspiring. Taking their vivid colour palette and refining the use of typography we evolved the identity with two new visuals styles, each with a different focus.
The first style aims to give sport and physical activity a more personal feeling by pairing emotive imagery, focused on an active individual with a personal, handwritten quote.
The second collages emotive imagery of an activity with detail shots of the environment, intersected by brand graphics, to inspire a sense of movement and autheticity.
“The team at Hatched exceeded our expectations in every way with a ‘best-in-class’ example for our annual report.
They always went the extra mile and offered a very collaborative approach to the creative process which produced a great result – we’re looking forward to working with the team again on our next project.”