In the 4 years between Olympic events, athletes train, compete and represent their individual sports organisations. When selected to represent Great Britain as Olympians, athletes from each and every Olympic sport become members of one national team – TeamGB.
The first occasion when Olympians unite as TeamGB is when collecting their kit from the British Olympic Association. For the ‘Kitting Out’ centre at Birmingham’s NEC, Thinkfarm designed the dressing of the space to give athletes a sense of occasion and membership – every sport into one team. The graphics and messaging in the centre was consistent with the new brand positioning for TeamGB that will continue into the Olympic village and team pavilion in Beijing for which Thinkfarm has also provided branding treatments.