British Weight Lifting (BWL) is the National Governing Body for Olympic Weight Lifting and Paralympic Powerlifting in Great Britain.

In light of the fitness industry’s acceleration in recent years, BWL needed to speak to new audiences, targeting not only competitive weight lifters, but both junior and senior demographics who have little to no experience with regards to safe and proper weight lifting techniques.

The result was a full logo suite, a brand guidelines document with sub-brand, split demographic and livery considerations, stationery and ongoing campaign creative – all of which reflect the brand’s rejuvenated core values and future aspirations.