With the Commonwealth Games launching today (4 April), Commonwealth Games England (CGE) tasked brand and communications agency Salad with creating a digital platform to match the excitement of the games themselves.
Due to the heavy focus on public engagement, CGE approached the agency with a website that could have been mistaken for a fan forum. The brief was to transform the website and revolutionise the overall experience, making it appealing to a modern audience. In addition to being attractive and showcasing the success of Team England all year round, the challenge was to design the site to accommodate the needs of multiple audiences in two very distinctive phases: during the games and afterwards.
Salad created two unique designs to solve the brief. The ‘pre and post game’ phase focuses on engaging content and regular sport and athlete news, with an unmissable countdown clock at its heart in the lead up. With the 2018 Gold Coast Games now underway, the site has transitioned into its second phase, acting as the ultimate destination for sporting enthusiasts who are keen to stay abreast of the latest fixtures and results. An interactive medal map has been introduced and the site’s design is punctured by the distinctive crimson inspired by Saint George’s Cross – a symbol of national pride.
“We wanted to create an online experience with content that would resonate with fans and inspire new ones,” described Peter Hannon, head of media and communications at Commonwealth Games England. “Salad has delivered a website that captures our spirit and showcases Team England with pride. The site’s intelligent capability is second-to-none, offering fans the latest news and results at their fingertips.”
Arabella Lewis-Smith, managing director at Salad, remarked: “With an unusually short timeline but a wealth of experience working with live sports brands, our teams worked to build something beautiful that would visualise Team England’s success. We’re proud to have contributed to the Games in our own way.”
CGE has represented and managed the England Team since the Games’ inception in 1930. It is hoped that the new home for all of Team England’s news and up-to-the-minute results will unite and inspire fans to follow the Games’ every twist and turn and celebrate Team England’s success.