ACT Community
Industry: Professional Services
Delivered via Formation Matchmaking
The Brief: Building a complete brand identity system and digital platform for an organisation sitting at the intersection of elite sport and business, serving three distinct audiences, in three months, from a logo with potential to a brand with presence.
The Challenge vs. The Approach
The Challenge
ACT Community connects elite athletes with businesses looking for high-performance talent, not a recruitment agency, not a charity, but something new. When they came to Formation, the foundation existed but the house didn't. A solid logo and clear values, but no defined colour palette, no typography system, no imagery guidelines and no consistent messaging framework.
Three very different audiences, athletes navigating career uncertainty, HR leaders seeking exceptional talent, and sporting organisations supporting their people, were all receiving the same undifferentiated communication.
The Approach
Formation's Matchmaking Service connected ACT Community with Bob at Patten Design, a hand-picked senior specialist from Formation's trusted network, selected for their combination of strategic thinking, specialist design skills and agile delivery.
Rather than the cost and complexity of a traditional agency model, ACT got exactly the right expertise for the challenge. The engagement covered brand architecture, a complete visual identity system, a digital platform and a scalable template framework, all delivered within three months.
Building the Brand System
This project was delivered through The Formation Group’s Matchmaking Service, which connects growing organisations with hand-picked senior specialists from its trusted network of marketing, creative and communications experts.
By matching ACT Community with Patten Design, Formation ensured they had exactly the right expertise for the challenge, combining strategic thinking, specialist design skills and agile delivery without the cost or complexity of a traditional agency model. The result is a stronger brand, a better digital experience and a partnership built around expertise rather than headcount.
Brand Identity System
Brand positioning and messaging, creative direction, product and sector storytelling, and commercial growth strategy to give Race a sharper, more modern identity in the market.
Digital Platform
Ten core website pages designed mobile-first, with clear audience pathways for athletes, businesses and sporting organisations, reducing friction between interest and action at every stage.
Scalable Templates
A complete design system covering buttons, icons, form elements and spacing rules, alongside a template framework that lets the ACT team create on-brand content independently, without a designer every time.
Results
3
Audiences Served From One Brand
Athletes, HR leaders and sporting organisations, each with a distinct experience, all unmistakably ACT
6
Service Zones With a Distinct Identity
Community, Careers, Ventures, Learning, Health & Wellbeing, and Transition, each mapped to its own colour system
3
Months to Achieve Both
Complete brand system, ten-page digital platform and scalable template framework, all delivered to brief