Jellis may be equal parts up north and down under, but we've made East London our adopted home. And if there's one thing East London does well, it's sport.
 

The University of East London runs an elite programme for athletes aged 11–18, providing free coaching, training, kit, equipment and physio support. Proper game-changing stuff.
 

The problem? Their current branding wasn't exactly winning medals. Their brand name, East London Sports Talent Pathway, was also a total mouthful. Speaking with the athletes, it was clear the brand needed a refresh. The youngest athlete summed up the brief in six words: “Don't make it cringe like Fila."

We gave the programme a new brand identity they'd actually be proud of: 'Flete East London. A riff on fleet and athlete, built around moving together and aiming higher. Definitely less cringe. Sorry, Fila.