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From athletes competing at the highest levels to thousands taking part in teams, clubs and activities, it creates opportunities to compete, connect and belong.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For the next generation considering the Royal Navy, it can also be a powerful way in. A side of Navy life they can immediately connect with, opening up the people, experiences and opportunities that could become part of their future.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Navy Sport needed a brand that could represent all of it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We created a new identity aligned to the updated Royal Navy brand, but with its own sporting energy and attitude. More progressive. More confident. Built to stand out in competition, create pride across the Service and draw a new generation into everything Navy Sport can offer.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The challenge","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Navy Sport represents an unusually broad sporting culture. Elite ambition and everyday participation. Individual endeavour and collective belonging. Proud traditions and a constant drive to move forward.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Royal Navy brand had evolved, and Navy Sport needed to move with it, while creating a distinctive expression of its own.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It also needed to work harder for recruitment. We know from our ongoing research with next-generation audiences that they want to understand what’s in it for them, see people they can relate to and get a real sense of the experiences open to them.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Sport gives the Royal Navy a powerful way to do that. Our challenge was to create an identity that could bring its different worlds together and make people want to become part of them.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Finding the connection","spans":[],"direction":"ltr"},{"type":"paragraph","text":"At every level of Navy Sport, one thing kept coming through: connection. Between teammates. Between individuals and the Service. Between the traditions people represent and the ambitions pushing them forward.","spans":[{"start":61,"end":71,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"That became the idea at the heart of the brand:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Navy Sport connects people, Service and sport.","spans":[{"start":0,"end":46,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Rather than starting with individual disciplines, we created an idea that could unite them while giving each the freedom to express what makes it different.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Case_studyBodyFull_width_image","type":"full_width_image","primary":{"caption":null,"full_width_image":{"dimensions":{"width":3456,"height":1944},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png?auto=format,compress"},"full_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/2cd58dd8821d748dfe51dcaed102600a/ea5de/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png","srcSet":"/static/2cd58dd8821d748dfe51dcaed102600a/6b0e5/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png 200w,\n/static/2cd58dd8821d748dfe51dcaed102600a/a489e/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png 400w,\n/static/2cd58dd8821d748dfe51dcaed102600a/ea5de/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png 800w,\n/static/2cd58dd8821d748dfe51dcaed102600a/b36f0/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png 1200w,\n/static/2cd58dd8821d748dfe51dcaed102600a/cfd9e/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png 1600w,\n/static/2cd58dd8821d748dfe51dcaed102600a/b8e9c/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.png 3456w","srcWebp":"/static/2cd58dd8821d748dfe51dcaed102600a/0c129/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp","srcSetWebp":"/static/2cd58dd8821d748dfe51dcaed102600a/0e93d/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp 200w,\n/static/2cd58dd8821d748dfe51dcaed102600a/2259f/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp 400w,\n/static/2cd58dd8821d748dfe51dcaed102600a/0c129/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp 800w,\n/static/2cd58dd8821d748dfe51dcaed102600a/45222/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp 1200w,\n/static/2cd58dd8821d748dfe51dcaed102600a/1f191/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp 1600w,\n/static/2cd58dd8821d748dfe51dcaed102600a/3490b/yHL0j0FqdqjB_E6g_16x9-NavySportMobileScreens-v1.webp 3456w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}}}},{"__typename":"PRISMIC_Case_studyBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Proudly Navy. Progressively sport.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Tradition is an important anchor for Navy Sport. But it couldn't define what came next. Building from the updated Royal Navy brand, we created a visual language with the pace, optimism and ambition of contemporary sport.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Imagery, colour, typography and graphic elements create greater energy and impact, giving Navy Sport the presence to stand out in high-performance environments while remaining unmistakably connected to the Service.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Proud of where it comes from. Focused on where it is going.","spans":[],"direction":"ltr"},{"type":"heading2","text":"One system. Every sport.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Navy Sport isn't one team, one discipline or one level of ability. Its identity couldn't be one fixed expression either.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We created a flexible visual system that gives individual sports room for their own personality while holding everything within one recognisable Navy Sport world. We then carried that system into the digital experience. The website brings together a huge range of sports, stories and opportunities, using stronger hierarchy, imagery and the new visual language to make them feel connected and easier to explore.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"From elite competition to someone discovering a new sport for the first time, every experience has its place.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Case_studyBodyFull_width_image","type":"full_width_image","primary":{"caption":null,"full_width_image":{"dimensions":{"width":3456,"height":1944},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png?auto=format,compress"},"full_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/ea5de/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png","srcSet":"/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/6b0e5/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png 200w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/a489e/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png 400w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/ea5de/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png 800w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/b36f0/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png 1200w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/cfd9e/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png 1600w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/b8e9c/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.png 3456w","srcWebp":"/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/0c129/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp","srcSetWebp":"/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/0e93d/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp 200w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/2259f/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp 400w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/0c129/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp 800w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/45222/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp 1200w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/1f191/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp 1600w,\n/static/f3e1a6e2cb29ad0cff5d83d7c2e48366/3490b/WQvFpFNn6V_AUwZe_16x9-NavySport-Kit.webp 3456w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}}}},{"__typename":"PRISMIC_Case_studyBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Showing what’s possible","spans":[],"direction":"ltr"},{"type":"paragraph","text":"People are central to how the brand comes to life. Rather than showing sport, it shows what sport can make possible: friendships, experiences, achievement, identity and belonging.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For prospective recruits, that creates a much richer picture of Navy life. The chance to keep playing something they love, try something completely new, find a team, push themselves further or compete at a level they hadn't imagined.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It makes those possibilities visible, giving the next generation another reason to picture themselves in the Royal Navy.","spans":[],"direction":"ltr"},{"type":"heading2","text":"One Navy. Every Sport.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The new identity brings Navy Sport together without making everything the same.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Connected to the Royal Navy, distinctive in its own right and built to work from the biggest sporting stage to everyday participation.","spans":[],"direction":"ltr"}]}}],"relatedCaseStudies":[{"case_study":{"__typename":"PRISMIC_Case_study","intro_text":[{"type":"paragraph","text":"Redefining Gen Z recruitment for the Royal Navy 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