In this exclusive interview, Paz Martinez Capuz, Design Director at Household, delves into the creative journey behind the recent rebranding of Pentathlon GB. Tasked with evolving the identity of this historic multi-sport, the team at Household sought to craft a brand that resonates with both aspiring and elite athletes.
Through a close partnership with Pentathlon GB, the rebrand aimed to bridge the legacy of Team GB with the dynamic, future-focused Penta+ brand. Paz reflects on the challenges, innovations, and insights gained throughout the process, offering a behind-the-scenes look at how thoughtful design can connect, inspire, and elevate an entire sporting community.
What was the brief for the rebrand?
The challenge was reimagining the Pentathlon GB brand and crafting an identity that resonates with aspiring and seasoned athletes. We set out to evolve the brand identity, ensuring it reflects the new era of this multi-sport while bridging the iconicity of Team GB with the dynamic energy of Penta+.
At the heart of this rebrand was an aspiration to elevate and distinguish our elite athletes, especially those on the road to the Olympics, giving them a proud, unmistakable identity that would be seamlessly connected to the Penta+ ecosystem.
How did the initial pitch/brainstorming phase go?
The initial pitch and brainstorming phase felt like the start of a true partnership. We worked closely with the Pentathlon GB team to fully grasp the pivotal changes they're navigating.
It became clear that our mission was more than just a rebrand—it was about weaving a meaningful connection between Pentathlon GB and the Penta+ identity. Together, we uncovered the essence of that connection, setting the stage for a brand that truly resonates with their community.
Describe the purpose of the brand and its target audience
The brand embodies the spirit of modern pentathletes—a community defined by relentless challenge, ongoing growth, and a deep commitment to mastering multiple disciplines. It celebrates these athletes, who aren't just focused on winning but also value inclusivity, respect, resilience, and the joy of the journey.
Our target audience is the new generation of pentathletes who are as passionate about pushing their limits as they are about supporting each other, embracing the unique blend of sports that makes their path so extraordinary.
What was your thinking behind the rebranding solution?
Our rebranding solution for Pentathlon GB was driven by the desire to extend the organisation's relevance and inspire a new generation of athletes. The brand expression, 'Be Brave. Be More' encapsulates this ambition with a visual identity that motivates and unites.
We connected Pentathlon GB to the Penta+ brand through the unifying '+' symbol, emphasising growth in every aspect—endurance, confidence, and more. The new 3D materiality and rich black-and-white photography elevate the brand, highlighting the Olympic Pentathlon's elite nature and athletes' powerful journey.
Did you learn anything new during the project?
Yes, this project was a powerful reminder of the importance of deeply understanding the community you're designing for. We learned how crucial it is to balance tradition with innovation, especially in a sport with such a rich history.
Collaborating closely with the Pentathlon GB team also taught us the value of creating a brand that inspires and authentically reflects its athletes' unique spirit. It was a lesson in how thoughtful design can genuinely connect with and energise a diverse audience.
What was the biggest challenge? How did you overcome it?
The biggest challenge was seamlessly connecting the Pentathlon GB brand with Penta+ while also elevating the elite status of the Olympic athletes. It required us to create a unified identity that felt both cohesive and distinct.
That's why, to tackle this, we focused on the unifying '+' symbol, ensuring it visually tied both brands together while representing the peak of athleticism. By developing a unique 3D materiality and incorporating rich, impactful photography, we were able to highlight the elite nature of Pentathlon GB, making sure it stood out while still aligning with Penta+.
What kit/tools/software were used to create it?
We used Adobe Creative Suite and Figma for designs and layouts, and Cinema 4D was crucial for developing the more refined 3D materiality.
Our 3D work focused on meticulous attention to textures and lighting, achieving a premium and more tactile feeling that emphasises the brand's elite status while remaining user-friendly for the Pentathlon GB marketing team.
What details are you most proud of and why?
We're most proud of the 3D textures we developed. By focusing on intricate material details and precise lighting, we created a visual identity that conveys a strong sense of depth and refinement.
These textures elevate the brand's elite status and provide a visually compelling experience that stands out. The meticulous attention to materiality ensures the visuals are impactful, memorable, and adaptable to diverse marketing needs.
What visual influences fuelled your solution?
Our visual solution was inspired by the concept of 'acceleration change' capturing the steady progress and the athletes' journey.
We also drew influence from the subtle use of rare metals and raw photography, symbolising the value of achievements and the aspiration for greatness. While winning isn't a unique goal, it is a powerful symbol of success and excellence.
What do you hope it achieves for the brand?
We hope the new identity reinforces Pentathlon GB's ambition to lead the sport with innovation and excellence. We aim to inspire athletes, attract diverse talent, and enhance the brand's visibility on the global stage.
This refreshed identity is designed to resonate with the pentathlon community and the wider public, driving engagement and reflecting the organisation's commitment to fostering a vibrant and successful future for the sport.
What role did consumer research or market analysis play in shaping the direction of the rebrand?
Consumer research and market analysis played an essential role in shaping the rebrand. We analysed new performance codes and explored visual trends within the category to identify opportunities. This research highlighted the need for an inclusive, engaging, modern brand identity that aligns with contemporary sports culture.
We observed the evolution of pictogram language, from literal depictions in the 1972 Munich Olympics to activity-focused designs in Paris 2024, and predict the future to be a more emotive representation. This allowed the brand to move away and revolutionise its logo, focusing on the main creative idea of being 'more'.
Can you discuss any innovative or unconventional approaches you took in developing the rebranding solution?
In developing the rebranding solution, we embraced an unconventional approach in the category by focusing on the brand's emotional connection. Rather than relying on literal or traditional visual sports cues, we designed elements that evoke the athletes' passion, determination, and spirit.
This emotional focus allows the brand to connect more deeply with a diverse audience, reflecting the broad spectrum of experiences and aspirations within the pentathlon community. By prioritising these emotional aspects, we've created an inclusive, engaging, adaptable, and forward-looking brand identity, ensuring it remains relevant and inspiring for the future.
Were there any unexpected insights or discoveries about the brand that emerged during the rebranding process?
During the rebranding, we discovered the unique qualities of each pentathlon sport. For instance, shooting embodies calm and focus, while running signifies determination and speed.
This insight highlighted the sport's rich diversity and depth, guiding us to create a brand identity that captures and embraces the modern pentathlon's balance and multifaceted nature, reflecting the dynamic interplay between mind and body.
How did you ensure that the new brand identity resonated with the brand's existing audience while also attracting new ones?
We ensured the new brand identity resonated with the existing audience by retaining the core GB colour palette, which fosters pride and continuity. To infuse a fresh perspective, we transformed this palette with a dynamic gradient approach, blending the traditional colours into a spectrum that symbolises evolution and inclusivity.
Can you share any behind-the-scenes anecdotes or memorable moments from the rebranding project?
One of the creative anecdotes from the project occurred while we were experimenting with the Penta+ patterns in Cinema 4D. As we tested various textures and lighting, we accidentally stumbled upon some stunning results that perfectly aligned with the Pentathlon GB identity.
It was a delightful surprise—what began as an experimental mistake turned into a standout feature of the rebrand. We love happy, creative accidents like this, and they only come about through rigorous testing and exploration.
How do you ensure consistency in brand messaging and visual identity across various channels and touchpoints?
We developed comprehensive brand guidelines that outline how to use colours, typography, imagery, 3D textures and system application. These guidelines reference all teams and partners, ensuring that every communication aligns with the brand's core identity.
We also offered regular review sessions and feedback loops with the marketing team to maintain adherence to these standards, adapting as necessary to keep the brand cohesive and recognisable across all platforms.
What would you do differently if you could do it over again?
If we could do it over again with more time, we would prioritise earlier and more extensive interviews with athletes to gain deeper insights into their engagement with the brand and understand how younger audiences perceive the sport today.
Immersing the creative team more deeply in the industry and connecting directly with these new generations would provide a more comprehensive understanding and help further refine our approach.
Credit list for the work?
- Executive Creative Director: Matt Michaluk
- Design Director: Paz Martinez-Capuz
- Senior Designer: Liam Roberts
- Strategy Director: Luke Weston
- Managing Director: Sam Smith
