Being East London girlies, we know this spot is the city’s spiritual home of sport.

The University of East London runs an exclusive programme for young athletes aged 11 to 18.
Free training, coaching, kit, equipment, physio, the lot.
Proper game-changing stuff.

The problem? Their branding wasn't exactly winning any medals. And the name - East London Sports Talent Pathway - was a total mouthful. Speaking with the athletes, it was clear the brand needed a total overhaul. 

We reimagined the brand into something they’d actually be proud of. We developed a new name, a new identity, and a new sense of purpose: 'Flete East London.

A riff on fleet and athlete - all about the team moving together, chasing something bigger.
East London,  elevated 💁🏼‍♀️💁🏻‍♀️