Sue’s mission was already underway when conversations first began. She had developed a range of educational products that – unlike so many pieces of readily-available equipment – are tactile, stimulating and safe for children with disabilities, impairments and learning difficulties to use. She had designed a complementary range of structured and intelligent activity cards, to help teachers – without any specialist training – to effectively engage all young people through activity. And she had begun to work closely with fellow coach Louise Assioun, whose technical understanding of inclusive sport has seen her manage a sports education centre for many years.
Having had her fingers burned before, Sue was keen to protect her intellectual property. We knew she needed to lead – and own – this space. That way, the brand could not be stolen.
As with any project, this story began with us immersing ourselves in the client’s industry. We had to understand everything from the challenges facing teachers and coaches, to the appropriate language and the existence of any market gaps.
We therefore kicked off with an in-depth workshop, where we delved into the knowledge of these two passionate coaches and unpicked the detail behind their vision. We observed a day of their educational sessions to better understand how their products were used and we conducted our own wider research into this complex space.
It soon became clear that the duo could add so much wider value to the sporting environment. Their concept was not just a bag of activity cards and equipment. Their brand proposition was about products, training and consultancy.
The Engine Room team therefore mapped out a complete strategic remodelling of the business, changing the direction from a tactical product offering to a highly credible solution for the market.
Louise and Sue were introduced to a product design consultant, who helped refine the products and equipment that had already started to take shape.
Meanwhile we were concentrating on the brand. LUSU was born – a seemingly striking play on the founders’ two names, with an even more meaningful undertone. Learning United, Sports Unlimited. A vibrant, approachable and friendly identity evolved, which was rolled out across everything including the products, website, photography and branded clothing. As such a visually rich project, the objective was to keep things engaging and consistent yet simple, enabling Louise, Sue and the people they coach, to educate with ease.
“Louise and Sue shone from the minute we met them. It was crucial that the brand could do justice to their pioneering work.”
Lesley Gulliver, Managing Director, The Engine Room
Only a matter of months later, the team has:
Talks are also underway with various education authorities and the Tennis Foundation.