Challenge
Sports data company PA Betting Services needed a rebrand to define and differentiate its position in the market following a major acquisition.
The team asked us for a:
- New name
- Brand proposition
- Visual identity and tone of voice to match
Approach
Our strategy and design teams immersed themselves in the brand, carrying out sector research, interviews with key personnel and a wider staff survey to develop a deep understanding of the business, its competitors and the broader market.
Our findings were presented to senior stakeholders and fuelled a collaborative workshop to identify and agree the new proposition and position for the business.
Using these insights, we generated three distinct routes for the new brand identity, each embodying the core values highlighted by our strategic approach. Rebrand options linked to each route were put forward and we developed a tone of voice and visual identity designed to amplify the chosen brand name – one designed to represent the client’s own high-performance and their mission to provide customers with a platform to succeed: “Podium – your trusted global sports data partner.”
Results
Podium’s rebranding journey, encompassing the transition from PA Betting Services and the integration of iRace media, was a complex undertaking, but Sticky navigated it brilliantly. From the initial briefing to the final deliverables, their team demonstrated a deep understanding of our vision and objectives. They didn’t just change a logo; they crafted a compelling brand narrative that truly captures the essence of Podium and its expanded capabilities.
The transition from PA Betting Services was handled with sensitivity and respect for our heritage, while simultaneously positioning Podium as a forward-thinking and innovative force in the industry. Integrating iRace media into the new brand architecture was another challenge they met head-on, seamlessly weaving its strengths and identity into the overall Podium brand. The result is a unified and powerful brand presence that resonates with our target audience.
Sticky’s creative team is truly exceptional. Their ideas were fresh, insightful, and perfectly aligned with our brand values. They were also incredibly collaborative, listening carefully to our feedback and incorporating it seamlessly into their work. Their communication throughout the entire process was excellent, keeping us informed and engaged every step of the way.
We are absolutely thrilled with the new Podium brand. Sticky has delivered a brand identity that not only looks fantastic but also effectively communicates our value proposition. We highly recommend Sticky to any organization looking for a creative and strategic branding partner. They are true professionals, and their passion for their work shines through in every project they undertake.
Eugene Delaney
Managing Director, Podium
