Penta+
Creating a new multi-sport brand for the next-gen athlete
We partnered with Pentathlon GB to reimagine an ancient sport as a future-fit brand. Household created a new sub-brand and identity that reframes the organisation, and its family of sports, to better reflect the diversity of 21st Century audiences, driving relevance, reach and participation with members, athletes and future fans of all ages and abilities.
Breaking down barriers to entry and engagement
A complex sport and confusing organisational structure was hampering efforts to recruit and retain members.
We created a flexible framework to simplify the brand hierarchy. Built as a series of ‘PentaPillars’ signposting the individual sports that make up the Penta+ platform, driving recognition and awareness of the competitions and races unique to the sport where athletes and fans come together.
Performance-focused content was perceived as elitist and wasn’t resonating with the fans and amateur athletes the organisation needed to secure its future.
We created a dynamic and inclusive new brand focusing on participation to engage and excite the next generation of athletes. This was brought to life in new communications and content formats which connect and celebrate the fan community – spotlighting the athlete journey, as much as their podium place.
A strategic shift from performance to participation
Fostering fans and athletes of all ages and abilities
As a multi-sports platform, Pentathlon had an untapped opportunity to connect with Gen Zs hungry for diverse skills and experiences, in life and sport.
We created a bold new identity that embodies the many dimensions and disciplines of Pentathlon and the limitless potential of a multi-sports platform. For the first time, we created a digital hub and suite of assets designed to engage directly with target audiences in the educational and sporting environment they called home.
The athlete assets and fan merch to build a sporting community
The organisation had a committed community of athletes, fans, staff and supporters but little to unite or excite beyond their shared passion for the sport.
We created a suite of stand-out brand merchandise, athlete kit and digital assets for socials, to build brand equity and involvement and connect a community from Olympians to amateur athletes, their fans and families.
“For us, Penta+ is a true embodiment of our commitment to the evolution of the sport, and our work with Household perfectly communicates that.”
— Trafford Wilson, CEO at Pentathlon GB.