Hull Sports Mail Online

A new visual identity for an online sports community


The client wanted a new visual identity and logo to use in a relaunch of a sports community website, used to promote and organise youth sport in Hull as well as offering forums, discussion and community activities.


I received this brief via a third party project manager, so I initiated the work with a phonecall briefing which enabled me to ask questions upfront to really understand the end client’s needs.

The website was the digital relaunch of a heritage publication. While the client wanted to be respectful of the brand’s roots, they wanted the digital incarnation to feel contemporary and fresh.

I mocked up three distinct brand concepts for the client to choose form, taking strong focus from the community aspect of the new site and the concept of sports teams in the colours used.

The visual identity is now in use, and has been used across the website and marketing materials.


Using the client’s briefing notes, I created three distinct concepts; one with a contemporary feel, one taking inspiration from sports publications and one taking inspiration from forums and online ocmmunities in a modular style.

HSMO logo and colour palette

When the client had selected their preferred concept, I refined the logo further and created a colour palette based of traditional “team colours”, red and blue.

HSMO web mockup
HSMO stationery mockup
HSMO newsletter mockup

The client wanted to see examples of the new branding in use so I created mockups of a web design, branded stationery and digital newsletter.

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