Following Australia’s disastrous performance at the London Olympics, ASC (Australian Sports Commission) Chair, John Wylie, unveiled a new high performance strategy, entitled Australia’s Winning Edge. Wiley outlined a plan for how the ASC would invest in order to return Australia to the upper echelons of world sport.
Shortly after, the ASC approached Landor to develop a brand strategy and identity to position the AIS as Australia’s lead high performance sport agency providing consultancy services for more athletes.
‘Bold Intent’ was the brand promise for this new era – a reflection of the agency’s ambition and an embodiment of the athletes that it would service. Relentless, Daring, Exceptional and Ingenious became the driving attributes and a new visual consisting of five gold ribbons in the shape of Australia, was introduced to reflect their shared pursuit.