Sports Timing Systems: A 5-Year Brand Evolution
From a complete 2019 rebrand to a strategic 2024 refinement, this is the story of a multi-year partnership built on brand evolution.
Client
Sports Timing Systems UK
Sector
Tech
Main Market
UK
Timeframe
2024, 6 weeks
Project Type
Rebranding, Vault Full
Deliverables
Brand Guidelines, Website Design, Figma Prototype, Brand Strategy, Logo Design
Executive Summary
The Problem: In 2019, a legacy tech brand was losing ground to modernized competitors due to a dated and inconsistent visual identity.
The System Deployed: We executed a full "rebuild from scratch" in 2019, installing a cohesive brand system. Four years later, as the company scaled internationally, we deployed a strategic "refinement" of that system.
The Business Outcome: A long-term brand partnership that has enabled the client to focus on their business, confident that their brand will evolve with their growth and consistently reflect their market leadership.
The Diagnosis
(2019): A Legacy Brand Trapped in the Past
In 2019, Sports Timing Systems was a market leader in performance, but their brand told a different story. Their visual identity was stuck in the early 2000s. As new, digitally-native competitors entered the market, STS's dated brand became a business liability, failing to communicate the cutting-edge nature of their technology. It was time to rebuild or risk being left behind.
The System
A Two-Phase Brand Evolution
A brand is not a static project; it is a living asset. Our work with STS demonstrates a multi-year strategic partnership.
Phase 1 (2019): The Rebuild
We didn't just create a new logo; we installed a new operating system. We introduced consistency, a clear typographic hierarchy, and a professional visual language that finally reflected the precision of the technology they were selling.
Phase 2 (2024): The Refinement
Four years later, the business had scaled internationally. The brand needed to evolve again. We didn't do a full redesign; we executed a strategic refinement. We kept the core of the system but made it clearer, faster, and stronger, realigning every element with the brand's new market position.
The ROI & Outcome
The ultimate ROI is not just a single metric; it is the confidence and efficiency a founder gains from having a trusted strategic partner.
Client Testimonial
“Mariya’s stunning ability to bring to life what I have in my head but unable to ever articulate is just amazing! Mariya has been managing all of my branding, website graphics, and general marketing and technical literature since 2019 and to an exceptionally high standard. So it was a no-brainer and a pleasure to invite Mariya to completely overhaul my branding, logo, and website content for a second time. Being able to give a brief to Mariya, then sit back and focus on my business is priceless, and I have to attribute some of the company's success and regular compliments on how professional and effective our website is, to Mariya.”
★★★★★ - David, Founder
“Mariya’s stunning ability to bring to life what I have in my head but unable to ever articulate is just amazing! Mariya has been managing all of my branding, website graphics, and general marketing and technical literature since 2019 and to an exceptionally high standard. So it was a no-brainer and a pleasure to invite Mariya to completely overhaul my branding, logo, and website content for a second time. Being able to give a brief to Mariya, then sit back and focus on my business is priceless, and I have to attribute some of the company's success and regular compliments on how professional and effective our website is, to Mariya.”
David J.
Founder & Director
Sports Timing Systems
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