Sodexo Live! – formerly known as Sodexo Sports & Leisure – are the masters of making memories with its world-class sports, leisure and travel experiences, which boasts Super Bowl LIV, Le Tour de France and the Rugby World Cup. 

On top of that, Sodexo Live! serves hundreds of thousands of guests in California’s premium Hollywood Bowl in LA, partners with more than 15 world class chefs around the world – including Raymond Blanc at Jardin Blanc, the official hospitality offering of RHS Chelsea Flower Show, as well as serving 30 million passengers each year at more than 170 global airport lounges.

As one of the world’s leading event and hospitality brands, the company was keen to rebrand and reaffirm its sports and leisure division, following 18 months of lockdowns and people around the world becoming ready to be reunited with their friends, family and colleagues.

My team and I were briefed to develop the Sodexo Live! brand identity and lead the roll out for the international rebrand.

Starting out with just a logo and Sodexo’s trust, we created a full brand refresh including a series of videos telling the brand story, showcasing the excitement, energy and emotion of experiencing once-in-a-lifetime sporting and cultural events.

Through immersive sessions and workshops, we were able to understand the brand’s target audience and build the backbone of the rebrand with a new visual identity, strapline, tone of voice and key messaging.

We took complete ownership of the visual identity and brand roll out, which extended to a full video series, animation, an internal brand playbook, brand guidelines, multiple social and digital assets including a suite of internal assets, website page design and SEO optimisation.