Sheffield International Venues

A new brand for SIV

Sheffield International Venues, SVI, presents multi-venue experiences that are designed to energise, inspire and improve the health and wellbeing of entire communities.

From grass roots sport and leisure activities to world-class events and entertainment, SIV offers something for everyone. As a Health and Wellbeing charity, SIV devote resources to improving venues and delivering outreach programmes that continually support the wider communities they serve.

Challenge

Founded in 1991, Sheffield International Venues was established to develop and manage the accommodation and venues for the World Student Games. Although having the charity Sheffield City Trust (SCT) behind SIV, there is no visibility of their charitable status within the local community. Prior to the new strategy development, it was clear there was a disconnection between both SIV and SCT and its multiplicity of different visuals and messages were causing a lack of brand awareness. The new brand needed to engage both internal and external audiences and strike a balance between SIV’s charitable status and commercial success.

Strategy

We were appointed to research, understand and recommend a strategy to strengthen the reputation of SIV by delivering a strong charitable message. It was established through our initial workshops and research that the people of Sheffield felt they had grown-up with SIV and was seen as an institution within the community.

We devised a new strategy that clearly focused on retaining the SIV brand. This was supported by a trust-marque to communicate their charitable status, featuring the Health and Wellbeing charity descriptor. The new SIV brand needed to evoke a feeling of positivity, activity and approval to achieve this cultural evolution.

Solution

A new and unique brand positioning was the outcome of our strategy and differentiates SIV from their competitors. Following launch, there has been an instant and positive sales outcome and recognition in the wider community.

We created a ‘marque of approval’ and a very strong visual link between SIV and its charities. The new brand identity and logo expresses all that is unique about SIV and demonstrates the personality and culture that defines the organisation. The brand rollout across multiple venues and channels included signage, wall graphics, uniform and activity literature along with a comprehensive set of brand guidelines to help keep brand consistency for both on and off line marketing.