The elite sport of bowling is a far cry from the lanes you find in towns and cities across the world. It is a precision sport, built on tactics, reading the intricate oil patterns on each and every lane, and knowing when to strike. Cloaked in complexity, it’s no surprise that the elite side of the game is often misunderstood.
So how do you create impact thats shows the world the difference, pushes bowling forward into a new era for international sport and elevates it to the art form it truly is?
You challenge perfection.
Finding the heart
Comprising 114 Member Federations across five Continental Zones, with an athlete registration of C2 million, The International Bowling Federation has global reach and untapped potential. So we gave real life to their purpose, as well as a new name, a fresh brand identity and a load of attitude. That’s just how we roll.
Interviews with athletes and federation members from around the world revealed where the future of the sport was going. It became clear the Governing Body’s purpose was to challenge perfection; to connect the world with the greatness of bowling. Challenging Perfection is all about driving towards success through connecting further, faster and for all. Championing the best of bowling and removing the barriers to play. And pushing what’s possible by pioneering new ways to make the sport, and its players, stand out.
Bringing the life
To show this renewed focus on the sport, we created a brand identity that puts the bowling at the heart of everything the IBF does. A focal point for bowling and a distinctive identity for a governing body looking to make its mark in international sport. As a sport that constantly keeps moving, the IBF’s identity flexes too, and can be rolled out across different platforms and sub brands. Paired with a punchy new tone of voice, the IBF was ready to strike out from tradition. To champion its events, encourage the next generation of elite bowlers and prove that the sport is in a lane of its own.
Making it thrive
Our new brand had its chance to shine on the world stage during the IBF World Championships in Dubai. From on screen graphics and scoreboard to event dressing that welcomed the world, we set the stage for an epic event from start to finish.
The impact
“Cravens have been an inspiring and committed partner as they have navigated us through the process of name change and rebrand. We look forward to taking our sport forward with them”
Andy Oram, CEO International Bowling Federation
