How does a brand agency build a league identity like Ultimate Sevens from scratch?

Brentford’s Gtech Community Stadium will host the inaugural finals day of Ultimate Sevens on Thursday, featuring six teams that have been meticulously crafted from the ground up by Nomad Studio, the agency behind their branding. Co-founder Stu Watson reveals that the team had just six weeks to complete the branding, naming, and trademarking process, which he describes as "insane."

Watson explains that the challenge lies in deciding whether to blend in with other sports brands or stand out, a decision that Nomad Studio approached as a "shifting neighborhood." The branding, which Nomad Studio did not design, is described as "out there," and Watson argues that it must either conform to existing norms, like Major League Soccer, or be so distinctive that it may alienate new audiences.

During its initial planning, Ultimate Sevens had three events scheduled, but a Madrid leg was cancelled, reportedly to cut costs. Despite this setback, the remaining events in Cardiff and Biarritz will conclude with the finals in London. Watson recalls that some team names were popular while others were discarded due to trademark issues or clichés.

Nomad Studio boasts a roster of clients including Sky Sports, Tottenham Hotspur, and even designed the most recent Premier League logo in four weeks. Watson emphasizes the importance of incorporating an Americana influence into the branding, stating that creating something visually striking on a baseball cap can foster a sense of fandom.

The agency took advantage of the lack of legacy fanbases to brainstorm a blank canvas, allowing them to complete a brand in just six weeks – a feat that reflects the growing trend of new sports franchises.

While some ideas were cut from the final product, Watson notes that there is enough material to potentially expand the Ultimate Sevens franchise if the opportunity arises. The key to capturing new fanbases in a saturated market, according to Watson, lies in the ability to design and implement a unique brand identity within a short timeframe.