Case studyBristol Sport

Bristol Sport, brand transformation.

There can be few clubs that have gone through the transformation that Bristol Sport has in the last decade. Just a few years ago fixtures were played in a dilapidated stadium with ever-diminishing crowds.

But that has all turned around, with substantial investment from Steve Lansdown, smart leadership and player decisions, and a genuine appetite for change. Following two major team rebrands, Bristol Sport is now a force to be reckoned with.


Bristol Sport


3 projects spanning 8 years


Strategy, Creative, Client Services

In 2014, we were invited to develop a logo for Bristol Sport. Community has always been at the heart of the Lansdown’s vision for Bristol Sport, with a commitment to using sport to have a positive impact on the local area.

The logo we created is designed to reflect that, resembling a beating heart, to show the organisation’s vital role.

In 2018 we worked with the organisation again as we rebranded Bristol Rugby to Bristol Bears. Inspired by the club’s determination to take the community on its journey to success, the figure of a bear is one that’s protective of its family and territory.

It was important that the brand inspired existing supporters while attracting a new generation of Bristol Rugby fans. The mantra #Togetherwerise calls for supporters to pull together to back the team as the club reawakens.

Bristol Rugby old logo
Bristol Bears Logo

The rebrand has been a huge success, with the first ever sold out home game and a surge in season ticket sales, with a huge uplift in new and younger supporters.

I believe the Bristol Bears epitomises strength, power and ambition for the club as we set our sights on sustainable success. We believe the Bristol Bears brand will open up new markets as we embark on an exciting new chapter.

Steve Lansdown
Founder of Bristol Sport.

A year after the success of the Bears rebrand, it was prime time for the Bristol City FC brand to evolve. With a dynamic manager and ambitious young team the club was performing well, but it lacked any real identity.

Bristol City Old Crest
Bristol City New Crest

We surveyed the stakeholders and fans, and two points were raised consistently; the fans wanted a more contemporary badge, and that they wanted to see the robin of past shirts make a comeback. Nicknamed ‘The Robins’ the bird was intrinsically linked to the club’s history. Our new robin crest was created using clean, simple lines – proud and iconic.

Again the new brand has been a hit with the local community with season ticket and shirt sales soaring over the 12 months following the reveal.

Adam Partridge quote

In many ways this project was about bringing back the club’s true identity and giving both the club and the fans something that’s unmistakeably theirs. There’s a positive buzz around the football club and Bristol Sport as a whole, and we wanted the new club crest and identity to reflect that ambition and determination.”

Adam Partridge
Strategy and Planning Director



Increase in home shirt sales
in first 3 months


Increase in membership sales
in first 3 months


More followers on social media
in first 3 months

Silver – Best Brand Evolution
Transform Awards 2020