The Manchester Giants, a historic basketball club founded in 1973 and revitalized in 2011, sought a complete rebrand to elevate its identity and engage its community. In 2020, Jamie Edwards, the club's CEO and former player, enlisted Bert Agency to refresh the club’s look and feel. The goal was to create a modern, cohesive brand that reflected the team’s legacy while addressing community engagement, junior participation, and player development pathways.
Bert Agency’s vision was to reposition the Manchester Giants both on and off the court through a bold new identity. The rebranding process involved input from stakeholders, including club executives, players, fans, and local representatives. Despite the challenges posed by COVID-19, consultations were held digitally to ensure diverse perspectives shaped the final outcome. The central idea was to create a brand that embodied the team’s passion, connectedness, and ambition, while also resonating with a wide audience—sporty, fashionable, and family-friendly.
Inspired by Manchester’s rich heritage and the community-driven spirit of the Giants, Bert Agency drew on local culture and basketball’s global appeal. The new shield logo incorporates the letterforms M and G, symbolizing Manchester and Giants, while an X signifies Greater Manchester’s 10 boroughs and the club’s "Ten x Ten" community program. A refined color palette of deep green and black, accented with vibrant hues like bright green, coral pink, and golden yellow, reflects both tradition and modernity. The custom-designed Giants Jersey Sans font and bold design elements further reinforced the club’s dynamic personality.
The rebranding resulted in a vibrant, unified identity for the Manchester Giants, brought to life through comprehensive merchandise, branding, and digital assets. Highlights included: Merchandise: T-shirts, hoodies, caps, scarves, duffle bags, and more, reflecting the new look. Game-Day Enhancements: A redesigned court and branded game tickets enhanced the spectator experience. Community Programs: Initiatives like the ""Ten x Ten Community Engagement Program,"" ""Mini Giants Summer Basketball Camp,"" and ""Hoops for Health"" expanded the club’s reach. Digital Presence: Social media and website updates ensured a consistent brand presence online. Brand Assets: Customized sponsorship materials, event posters, and invitations provided professional polish. This comprehensive rebranding project, executed by Bert Agency, revitalized the Manchester Giants' identity, aligning it with the club's ambitious vision for the future and reinforcing its connection with the Greater Manchester community. We complemented their efforts with our merchandise and branding expertise, ensuring a cohesive and impactful new image for the Giants for years to come.
A comprehensive brief with a number of brass and assets that needed to be created for different projects. Everything was challenge but Nik and his team always approached the tasks with the mindset of what was possible and delivered. I always focus on the relationship with suppliers and his team have always maintained standards because of the effort in all areas. It’s like have an internal member of the team.
Jamie Edwards
Manchester Giants Basketball Club
.png)
.png)