Sport. It kindles passion, insists on dedication, and beckons for a fair playing field. But have you ever stopped to ponder why our sisters, mothers, and daughters on the business side of it seem to linger in the shadows? Not too long ago, a McKinsey study surveyed about 1,700 women who were part of the sports business in North America. The results were quite the eye-opener. It turned out that this industry lags behind every other in terms of inclusion. The women were bearing the brunt of a male-dominated workspace, struggling for the support they needed to ascend, and sweating more than their male counterparts to ensure the emotional wellbeing of their employees in leadership roles.

But let's not forget about the environment. If you thought the clothes you wear don't have a bearing on the planet, think again. Especially when it comes to the fast fashion segment of the apparel industry. This is a sector that’s continually wrestling with sustainability issues even as it caters to a wide spectrum of consumers. Brands are communicating about sustainability to their customers in numerous ways, and it's crucial that the information hits home. This understanding is vital to promote responsible consumption.

Volleyverse (VV) is an organisation that's tuned into these challenges. They took the bold step of making fair-trade and the inclusion of women top business priorities. No mean feat, you’d agree. The good news is that it's possible to rewrite the rules. Sports organisations can create inclusive spaces for women to shine by getting leading brands to commit, and by having difficult conversations around diversity, equity, and inclusion (DEI). Plus, apparel brands can walk the sustainable path by providing items that are a real need and sourced fairly. This was the journey that Volleyverse's founder, Dan Grey, chose to embark on, seeking our help to transform his volleyball news source and social media community into a fair-trade company. Volleyverse is no ordinary sports retailer - it's a supportive and inclusive global hub for the volleyball family.

Brand Strategy

Our mission with VV was clear and ambitious: catapult volleyball to be the top sport for women around the globe, allowing every player to live their passion, irrespective of their location, language, or skill. Our audience: mostly girls aged between 13 and 17, an age when character and confidence are still forming and when it’s easier to instil belief in their potential. These girls yearn to belong and are thoughtful about their consumption habits. The last thing they want is to harm the planet. So it was essential to strike the right balance of excitement and empathy in our approach, carving out a brand that was as engaging as it was socially responsible.

A glance at the competition showed that several brands were offering a range of volleyball gear, and some had made strides towards sustainability. But none had managed to incorporate the broad social issues that Volleyverse was addressing into their brand story. This gave Volleyverse a unique proposition in the market, especially among socially aware young female athletes. On the flip side, these bigger players posed a significant threat, given their scale, brand recognition, and wider product range. The challenge for Volleyverse was to use its unique brand positioning to carve out a substantial niche in the market.

Our strategy for VV put the spotlight on its narrative of inclusivity, sustainability, and fair-trade. We prioritised initiatives that would foster a sense of community, and educational content that would strike a chord with the audience. We were fortunate that Dan Grey had already been doing great work in community building before we stepped in. We also chose to keep the brand’s commitment to fair-trade and sustainable practices at the centre of all products. Volleyverse's visual identity was designed to create recognition and foster a sense of connection within the global volleyball community. Taking a leaf from the bold and creative spirit of London, we sought to create a narrative that resonates with VV's target audience and reflects the brand's core values.

Visual Identity

Dan was clear about one thing when we talked about VV's brand. It had to be youthful, not childish. So we steered clear of pastel shades and overly round fonts. Volleyverse was also designed to create a sense of unity across cultures and languages, which imposed certain constraints on the use of symbols, colours, and text. And yes, we also decided to avoid the cliched green and recycled-paper-yellow typically associated with sustainability. Instead, we drew inspiration from London's lively street art scene and its vibrant colours.

The colour palette we chose for VV's brand is a mix of energetic and grounded hues, echoing the spirit of its audience. These colours represent the passion and commitment of the young volleyball community. The fonts we picked are geometrical, clear-cut, and modern, reflecting the brand's ethos of clarity, honesty, and progress.

As part of the project, we also created a range of marketing collateral. We focused on creating apparel and packaging that was visually impactful and would resonate with VV's target audience. The packaging showcased VV's lively colour palette and modern typography, ensuring consistency with the brand's visual identity. But more than just looking good, the packaging was designed to be eco-friendly, a testament to VV's commitment to responsible consumption and care for the environment. By using eco-friendly materials and promoting recycling, the packaging not only showcased VV's visual identity but also echoed the brand's dedication to creating a better future for our planet and its community.