Korfball is an underfunded yet exciting sport, similar to netball, with the unique selling point of being mixed-gendered. Unlike other team sports, this allows anyone to play, making it accessible to all. The challenge was to bring England Korfball into 2023, boosting its appeal and inspiring a new generation to get involved.

The core focus of the identity was the fluidity of gender. Arrows, noughts, and crosses were used to represent both tactical elements and gender symbols. Drawing from the popular Y2K aesthetic, the brand visuals evoke a digital, video game-like feel that resonates with both young adults and children, effectively meeting the brief.

In addition, I created a 3D scale render of a court for the Copperbox Arena in Stratford using Adobe Dimension, along with a gender-neutral mascot that mirrors the logo, further strengthening the brand’s inclusive identity.