Gymnastics New Zealand—Junior Brand Development
Putting a spring in the step of junior gymnastics
Gymnastics used to be part of growing up in NZ, and Gymnastics New Zealand’s junior recreational programme still helps young Kiwis learn fundamental movement skills. But participation has dropped due to lack of support. We needed to help them re-engage young Kiwis and get them moving again.
We wanted the brand to feel approachable, fun, and a great starting point for wherever kids go next. So, we landed on a name: Springboard. Then developed a bright, energetic design system that speaks to kids and parents alike. We crafted a custom wordmark from scratch, one that was flexible and playful, bringing the joy of gymnastics to life wherever it shows up.
We also created a custom character set that would help guide the kids through the levels of the programme. These came to life in digital and on the activity cards used in the classes themselves.
The programme has already launched in a pilot phase, and we’re looking forward to seeing it roll out in clubs all around New Zealand.
