Strengthening credibility and recognition with a modern, adaptable brand identity
Sport for Business is a respected networking, media and events organisation that connects leading businesses with major Irish sport stakeholders. Their platform plays a key role in shaping conversations across sponsorship, governance, media, participation and the commercial side of Irish sport. Despite their influence and established presence, their brand identity no longer reflected their position in the industry or supported the scale of their activity across digital channels, live events and partner communications. They needed a modern, flexible identity capable of elevating their presence and strengthening recognition across all touchpoints.
Brand Strategy • Brand identity design • Website design
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Sport for Business operated at the centre of a dynamic ecosystem — collaborating with national sporting bodies, commercial brands, and corporate leaders — yet their visual identity lacked the authority, clarity and cohesion needed to represent an organisation of their stature. The existing logo didn't communicate their purpose or influence, making it challenging to stand out in a landscape filled with media brands and event-led organisations. They also required a visual system that could adapt seamlessly to multiple formats: from thought-leadership articles and social content to conference screens, memberships, newsletters and event branding. The challenge was to create a modern identity that balanced professionalism with energy, and flexibility with consistency, while remaining instantly recognisable to a wide audience.
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We began with discovery and research to understand Sport for Business’s role, values and brand attributes. This strategic insight informed the development of a bold, modern identity built for versatility. The new logo combines the letters “S” and “B” into a dynamic symbol that feels both contemporary and confident, a mark strong enough to stand alone across editorial graphics, event signage and digital assets. A refreshed colour palette and modern typography introduced a clearer, more authoritative visual voice.
To ensure the identity worked across Sport for Business’s diverse content and event formats, we expanded the system into a comprehensive toolkit including layout frameworks, typographic hierarchy, digital applications, and event assets. This created a unified visual language capable of scaling across daily news publishing, partner activations, social campaigns, and large-format displays.
The result is a cohesive, flexible identity aligned with the organisation’s position as a trusted, influential connector within the Irish sports and business communities.
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Sport for Business now has a strong, adaptable identity that elevates their presence and supports their growing role in the sports–business landscape.
The refreshed branding enhances recognition, improves communication clarity, and strengthens credibility with partners, sponsors and stakeholders. With a more professional, cohesive system in place, the organisation is better equipped to deliver high-impact content, run large-scale events, and build new strategic partnerships with confidence.
“Barry and his team at Red Man Media played an instrumental part in designing the look and feel of Sport for Business. In doing so they lifted us beyond where we were and played a large part in our success.”
Rob Hartnett,
CEO, Sport for Business.
