Strategic branding for inclusive sports business

Making sports inclusive.

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LUSU design physical activities without boundaries.

Lou Assouin and Sue Morrison are passionate about inclusivity in sports for children and young people with disabilities. Since 2006, they have been working together to deliver coaching and support to these young people in their homes, in sports venues and in schools. It is often the case that many disabled children are not fully included in physical education, which detrimentally affects their physical and mental wellbeing and can lead to loneliness and feelings of ‘being left out’ with no one to talk to.

Our strategic branding for inclusive sports business LUSU has helped them to make a tangible difference to families across the UK.

Key Business Challenges
They were struggling to protect their intellectual property.
How can we create an identifiable
and established brand?
Key Business Challenges
They were struggling to articulate the breadth of their offer in an easy-to-understand and engaging way
How do we segment their offer to make it easy to understand?
Key Business Challenges
They had big ambitions to create change but were struggling to communicate this.
How could we position their identity to match their ambition?

Our process

Observation of their educational sessions.

In-depth strategy workshop
Defining their purpose, principles and personality
Reframing the brand proposition
New brand identity, brand naming, website and associated communications materials

The changes we made

LUSU was born.

A seemingly striking play on the founders’ two names, with an even more meaningful undertone. Learning United, Sports Unlimited.

A core proposition.

“LUSU transform the lives of children with disabilities and their families. We do this by training people to work with them on inclusive sport and physical activity that in turn impacts mental health and wellbeing”.

LUSUKit was created.

A way to position the activity bag, products and coaching cards that gave them an identity of their own, whilst tying in directly to the LUSU brand and providing a platform for a highly credible and holistic offer.