ABOUT

Concept

When we looked at the competitor landscape for the new brand, there was a lot of staleness – a lot of black and white logos and use of stock imagery. We immediately knew we needed to make sure this brand had personality and expression behind it.

Very early on we identified the emotion behind being at a live experience as the foundational piece that would drive everything behind the brand. In our initial exploration workshop with our clients, what came through very strongly was the idea of how the work they do enables you to put your phones down and just be in the moment. They spoke very passionately about how there’s truly nothing like being there in person, and about the raw power of a live event, whether it’s sport or music or other entertainment.

We wrote a comprehensive brand narrative that emphasised the emotion of live events – the goosebumps, the anticipation, the tangible nature of actually being somewhere in person – and the feeling of being taken into another world. ‘Step into our world’ quickly emerged as a driving tagline behind the project, and that concept really underpinned all the work that followed.

Execution

A key part of the execution of this brand was coming up with a name that worked. The concept we had already developed about being live and in the moment really helped focus our naming search. Because this new brand represented a new era for the business, we combined the words ‘live’ and era’ to make Lyvera. We were really pleased when we landed on the name because it felt so different to all their competitors who often just use acronyms, and it also properly represented the emotion behind the brand.

The other great thing about the name was that it led us to easily create the logo and wordmark for the brand. We realised that the word Lyvera formed a natural frame with a capital L and the edge of the lowercase a, and that the framing device fit really neatly with our brand concept of ‘step into our world’ – the idea of stepping into a portal into a new experience. We tried out different typographies for the logo and landed on a sans serif typeface which really felt so different to the rest of the sector – it felt like a lifestyle brand and it felt aspirational.

Motion was a big part of this project – the full name is important but it also needs to be able to collapse down into a smaller symbol for the modern digital landscape. We created some motion graphics with the wordmark collapsing into the frame symbol that has proved extremely useful for the client to use across digital and social formats. We then took those motion elements and used them in a launch video for the brand, which used a scrapbook style approach to emphasise the ‘being there’, experiential side of the brand. That approach helped us to represent all seven brands neatly within one short video. The script for the video also helped us to address a worry of the clients’ which was the pronunciation of Lyvera – we wrote the script featuring lines that naturally put ‘live’ and ‘era’ next to each other, with the context making it abundantly clear how it should be pronounced.

In general, the copywriting behind the brand was a really significant piece of the execution. At the beginning of the project, it led us to the name and the brand concept, and it helped us sell the idea to the client and really get them on board. We wrote a detailed brand narrative and set of values to help define the brand in perpetuity, and that writing was then used to develop a tone of voice and social strategy for Lyvera that leans on the emotive aspect.

The colour palette we decided on fit nicely with the sense of Lyvera as more of a lifestyle brand. We leaned on sophisticated colours like deep greens, but then used accent colours like muted pink and coral, which meant the brand could flex depending on where it was being used. For an evening corporate event you might lean on the darker colours, but for something like Wimbledon hospitality you might use the lighter tones. The client was initially a little tentative about using colours like coral, but they trusted our vision and in the end have found those colours incredibly useful across digital and social.

Results

The launch of Lyvera has helped Levy bring seven previously separate businesses together under one clear, unified proposition. For the first time, the team is able to talk about what they offer in a simple, consistent way, with a shared language and set of tools that work across both internal and external communications. That clarity has made it easier to engage prospective clients and better represent the scale of the overall offer.

The brand has also shifted how Levy shows up in the market. In a category that often feels quite corporate and uniform, Lyvera introduces something more expressive and experience-led, rooted in the emotion of being there in person. The name, visual identity and tone of voice all work together as a flexible system that can be used across different environments, from digital and social to live events.

Early adoption across the business has shown that it’s not just a new look, but something teams can actively use day-to-day. Internal feedback from staff working at Lyvera's seven sub-brands has been universally positive, with staff reflecting on the improvement.

This was supported by strong early visibility, with coverage across sport industry titles including Sports Business, Sports Industry Pro and Sports Cal. The social launch also performed well, generating over 300,000 reach and more than 278,000 views within the first week, alongside over 1,600 link clicks.