Aspire Team Identity

The Aspire programme provides quality coaching for young players, reinforcing Basketball England’s Player Development Framework. The programme underwent a reset with a new model, now utilising UK Super Regions and being delivered primarily through camp-based activity.

To increase engagement of young players who are part of Aspire for them to represent each UK Super Region team – North, South, Central, London – and to motivate participation of future generations, creating a wider legacy.

Co-creating the project with the players themselves, we used ‘identity’ as the key theme throughout and the platform of team kits to increase engagement and Super Region representation.

We first designed a digital mobile resource for the young people to start generating ideas and then ran remote design workshops helping further develop ideas. Young people during the workshops also developed teamwork, presentation and concept development skills.

They then provided direct feedback during the design development process that followed, collectively deciding on the final direction produced.

We also helped drive organisational change for Basketball England, connecting them with players directly – the first time any collaboration with an audience group for the NGB has taken place.