ISPO is back, with a new home, a new energy and a new way to show up

Evolving the brand without losing what made it matter

A name like ISPO carries decades of meaning across sport, outdoor and winter sport. Brands and buyers across the industry already have a relationship with it. A full rebrand would have walked away from that. Doing nothing would have walked away from the new era Raccoon wanted to create.

The team needed a brand that respected the heritage of ISPO while signalling clearly that something had shifted. New ownership, a new city, a new programme, a new purpose.

We started by interrogating what the brand was being asked to do. The audience, the message, the moment. From there we mapped what to protect, what to sharpen and what to add.

That gave us the principles behind the brand evolution and a clear point of reference for the design decisions that followed. The way ISPO would now show up across sport, outdoor and winter sport became the thread running through the work.

A brand and a toolkit built for the team to run with

A trade show brand has to work everywhere. Sales decks, social, web, retail partners, content programmes, partner brands. The team needed to move quickly, confidently and consistently across all of it, without going back to the agency every time.

We refreshed the brand identity and built a full brand style toolkit covering the design assets the team needs day to day.

From there we produced a suite of presentation templates and sales collateral, ready for conversations with brands and retailers considering the show. A full social media asset suite was handed over in Canva so the client can keep creating their own content with the right level of consistency. We updated the website and produced a wider set of marketing support materials to underpin the launch of the new era.

Each asset works on its own and combines with the others, so the ISPO team can keep building for new audiences and new moments without commissioning fresh design every time.