While gymnastics is Tulloch’s main focus, he is also keen to build a platform beyond competitive sport – whether through mentoring young athletes and working with youth groups or launching his own range of clothing and merchandise. For someone who grew up looking up to athletes like Cristiano Ronaldo, Roger Federer and Michael Jordan, success isn’t just about winning medals or standing on the podium – it’s also about using your platform to inspire and motivate others and having a wider cultural impact.
“It’s always been my dream and my goal to have a brand,” he tells CR. “I look at people like Ronaldo and Jordan and their brand and what they have … and they’re more than an athlete or a sportsperson,” he tells CR. “I love inspiring people, I’m into fashion, I’ve got a lot more that I want to do outside of gymnastics as well, so that’s something I’ve always wanted.”
Thanks to a collaboration with branding agency JKR, Tulloch now has his own visual identity, and a soon-to-be-released clothing range featuring upbeat phrases inspired by his attitude to sport. The identity launched earlier this year, and Tulloch hopes it will help him build his profile and reach a wider audience outside of gymnastics.
NCB approached Lantern to help redefine and articulate its mission both internally and externally. We delivered a strategic and creative toolkit, covering everything from a boilerplate summary statement, to a brand manifesto, a new set of values, a clearer process and of course a new identity – all designed to define the brand with clarity and conviction.
Following a series of stakeholder workshops, they developed a new strategy to better articulate the charity’s point of difference. Their first step was to reframe the sense of unity within the organisation. Previously, ‘United for a better childhood’ meant being united internally, which wasn’t a compelling story for fundraising. Our research revealed NCB did far more than this – uniting central and local government, charities, schools, the media, and society as a whole. This meant they weren’t just impacting on the lives of individual children, but the lives of an entire nation.
The logo captures the very essence of ‘United for a better childhood’. A star, a jumping figure, an upwards arrow – the symbol provides a refreshed energy and sense of optimism.
A bespoke, illustrated typeface builds on the concept of many elements uniting, whilst the illustration style provides the opportunity to communicate complex issues in a simple and intelligent way.
The new brand is flexible enough to appear playful and engaging, whilst also being able to communicate to government officials and policy makers. As well as flexing for different audiences, the brand system is designed to work for both print and digital applications.
So Bosworth decided to consult the experts and invent a better approach—and in 2016 she launched Love Wellness, a line of curated body-positive health products for women.
The brand has had a couple different identities over the years, but hit its stride with its latest look, created by Lobster Phone and released this spring.
The San Francisco–based design firm delivered a new identity, website, packaging and creative strategy.
As Lobster Phone writes, “Inspiration for the logo was found in a late 1930s Art Deco type specimen; it felt playful, chunky and expressive. We used this as the basis for creating custom letterforms that are both clear and iconic. As illustrations are foundational to the larger brand, we made the ‘V’ of the logo into a face with lips that kiss and talk. Each product has its own quirky name, corresponding illustration and color combination that provide a not-so off-the-shelf look. The illustrations play off the style of the logo’s lips—an almost Japanese pop aesthetic—clearly demonstrating the benefits of the product in a dynamic way.”