Entertainment • Culture • Sports

Invictus Games Toronto 2017 - Brand Experience Program

The Invictus Games are an international multi-sport event created by Prince Harry in which wounded, injured or ill servicemen and women compete in 12 adaptive sports. The Games use the power of sport to inspire the recovery, support, and wider understanding of those who serve their country. The third and the largest Invictus Games yet was held in Toronto in September 2017, welcoming more than 550 competitors and their friends and family from 17 nations.

BaAM developed and produced a comprehensive visual brand experience program to provide a vibrant, colourful and consistent backdrop to the Games.  BaAM’s strategic approach to design and application maximized impact and exposure for the Invictus Games brand while also recognizing key Games sponsors and partners at multiple venues across the event footprint.  

Bold, branded visuals helped build awareness and interest leading up to the Games as the Invictus Spirit Flame and Cauldron were lit in Kabul, Afghanistan and while an Invictus Games National Flag Tour made stops at Canadian Forces Bases.  Toronto greeted Invictus guests with activations at Pearson International Airport, decorated the city with street and highway banners, and added the Games motto “I AM” above the iconic TORONTO sign at Nathan Phillips Square.  

The ‘Look’ of the Games was achieved through the integration of environmental graphics across a variety of locations using banners, media backdrops, table skirts, field of play graphics and signage, 3D features and wayfinding signs to bring the brand to life.  All elements included the memorable colour palette and messaging of the Invictus brand and integrated strong partner recognition.  These elements were designed, produced and installed in all competition venues and in the Invictus Village to create a unique and memorable backdrop for the events.  At the close of the Games, Prince Harry congratulated Toronto as host city, saying: “You have delivered the biggest Invictus Games yet, with the most incredible atmosphere, making our competitors feel like the stars they are.”

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