How we helped the International Masters Games Association become World Masters Sport with a refreshed identity, launch film and social rollout.
The challenge
The International Masters Games Association was transitioning to World Masters Sport – a change of name that signalled a bigger change of ambition. The brand needed to reflect this vision.
Our challenge was to create a new, modern identity that could hold up consistently across events, host cities, partners and communications worldwide. It needed to capture the spirit of ‘Sport without limits’ and ensure World Masters Sport arrived into the world with clarity and consistency.
The goal
Launch World Masters Sport with a confident identity that reflects who the organisation is today and where it’s heading.
More than a rebrand, this was about building a stronger platform for future events, partners and communications. One the whole Masters movement could get behind.
Our approach
We led with a core insight: the community – and it’s strength and dedication – define the Masters movement.
That shaped every part of the new visual identity. The symbol was given particular care, with each character redrawn to improve clarity, and impact at every size. The new name was set in a typeface that conveys confidence. Together, they create a logo that feels strong, inclusive and built for the future.
The wider system brings together modern aesthetics with a sense of energy and momentum. It reflects the shared spirit and togetherness that define the Masters community, while honouring the history of the Games and the determination of the athletes who push their limits.
What we delivered
We helped bring the new World Masters Sport brand to life by delivering:
- new logo suite and full brand guidelines
- visual identity system, applied examples and templates for future host cities
- brand launch video – including the creative idea, structure, script direction, graphics and music approach
- social cut-downs of the launch film
- social launch campaign built on the new brand assets to support the reveal
The impact
The social launch gave the new identity a strong first push, helping build early visibility and engagement around the rebrand.
- 113,713 impressions/views across 14 posts
- 1,663 total interactions
- 1,480 likes, 94 comments and 176 shares/reposts
Most importantly, World Masters Sport now has a single, consistent identity to take to its events, host cities and partners worldwide and a platform to build the next phase of the movement on.
We can’t wait to see what’s next for World Masters Sport!
Our global multi-sport events, often reaching tens of thousands of participants, span across over 35+ sports. They include every age (as of 30+), level and nationality, all on tight budgets and with real visibility challenges to overcome.
We needed a brand framework that would represent the inclusiveness and could stay consistent everywhere across our communication channels and events.
At the same time we requested for it to be genuinely easy to work with, given our limited resources. Redtorch listened and gave us a foundation to move forward with our biggest ambitions yet.
It was again a pleasure to work with the team on this project as they’re passionate about what they do and always handle everything with a positive, solution-driven approach.
Kirsty van Peer, World Masters Sport, Communications Director
