After a very competitive tender process, the IAAF appointed The Works as its first ever official branding agency. In close collaboration with the IAAF, the Works will create and deliver in all the different stages of the branding process including design, structure and application.
In addition to its partnership with the Works, the IAAF appointed, Whitestone, as a consultant on the IAAF brand strategy.
To ensure this process works efficiently, the IAAF will work in partnership with Dentsu, its worldwide Marketing Agency, and continue to team up with them in the future stages of the process.
The IAAF will now start working with the newly formed team. The IAAF said that with the IAAF Centenary coming up in 2012, the time was right to evaluate the IAAF’s brand identity and to make sure that it presents itself in a way that is modern, relevant and exciting – as a 21st century IAAF that the public understands and appreciates.
Roy Webber, Managing Director of the Works said: ‘We are very excited to be working with the IAAF. We are looking forward to the challenge of delivering the improved branding and applying our creative approach to this project.’
Managing Director of Whitestone, Chris Lightfoot said: “Athletics and the IAAF have a powerful history and we are looking forward to brining a new dimension to an already strong global brand.”
