The story of
a champion

Brand Identity | Design

Creating an identity for an individual is a tricky brief. All the more so when that individual happens to be a global sports star and national treasure: tennis champ Andy Murray. We were certainly up for the challenge – but it demanded a big idea.


The identity we created centred around a hugely significant number for Andy, 77, combined with his initials. His landmark Wimbledon victory fell on the 7th day of the 7th month, and it had been 77 years since a British man had won the title. This was a number with a story. Our aim was to create a modern mark that captures Andy’s energy and determination as a warrior on the court. The end result is an identity that is sharp and disciplined, with clean, controlled lines and angles that suggest powerful and consistent shot making. Andy Murray’s story is already exceptional. As brand storytellers, our challenge was to communicate it.

The MoralAn iconic sportsman deserves an iconic mark