Göteborg office

Kungsgatan 51
411 15 Göteborg
+46 31 339 62 00
info@happy.fb.se

Stockholm office

Kungsgatan 56
111 22 Stockholm
+46 8-684 49800
info@happy.fb.se

New business

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peter.o.wastergard@happy.fb.se
anders.kornestedt@happy.fb.se
+46 31 339 62 00

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Giving sports retailer the tools to win

Team Sportia is Sweden’s third largest retailer of sporting goods. Spread across the country, the chain has more than a hundred outlets and 900 employees. The primary focus is on fitness, football, running, active leisure, biking and cross-country skiing.

Insight

A lack of direction, coupled with a tired and overly complicated visual identity, made it difficult for Team Sportia to gain the traction needed to thrive in a highly competitive arena.

Creation

Team Sportia’s beating heart is a tight-knit team of retailers with a passion for sport. We jumped at the chance to design a logo robust enough to reflect their commitment. Price tags were quickly identified as key identity carriers in the stores, giving us the opportunity to produce a unique stencil font to harmonise with the logo. And by reducing the number of elements, the brand’s signature colour – red – becomes even more visible.

Change

The new tools, designed to yield rapid results, brought welcome relief to an organization under severe financial strain. The work has provided a lasting boost to the Team Sportia brand, both in terms of awareness and perception.

What we did

  • Brand activation
  • Design applications
  • Design implementation
  • Design platform
  • Digital strategy
  • Insight platform