The Invictus Games is an international sports event for wounded, injured and sick Service Personnel, organised in partnership with The Royal Foundation and the Ministry of Defence.
Working with The Royal Foundation of the Duke and Duchess of Cambridge and Prince Harry, Lambie-Nairn was briefed to bring the inaugural event to life by developing a powerful brand identity, which would reflect the event’s core values, attracting and engaging competitors and audiences across the world.
Lambie-Nairn developed an identity that puts the inspirational stories of injured servicemen and women centre stage, and made it collaborative – something everyone could pick up and participate in.
The inspiration for the “I AM” idea – which became the Games’ rallying cry – came from the final lines of the poem “Invictus” by William Ernest Henley:
“I am the master of my fate,
I am the captain of my soul”
Invictus is Latin for “unconquered”. The logo captures and elevates this unerring belief in the human spirit. From a branding perspective it turns a belief into a clear purpose. It’s not what the games are endeavouring to do, but “why” they’re doing it that’s ultimately important. The Invictus Games provide a platform for our wounded warriors to compete, not just against each other, but against themselves – to prove that “I AM”.
The inaugural event in 2014 was a significant success: it saw over 400 competitors from 13 nations competing across 4 iconic London venues.
From 2016 the Invictus Games has become an annual event hosted by various bidding nations, starting with Orlando, USA and growing to 500 competitors from 15 nations in total.
From 2016 the Invictus Games has become an annual event.
Lambie-Nairn’s work for Invictus Games has won multiple awards, including a Design Week, Brand Impact and a BT Sport Industry Award. In 2015, Invictus Games was also shortlisted for Best Community Programme and Brand of the Year.
Lambie-Nairn continue to work with Invictus Games, developing further identity applications to accommodate new sports, venues and host countries, and to engage participants and volunteers alike.
“We launched with a fully worked-up brand identity which resulted in an outstanding level of PR and a very positive public response to the brand. There is no doubt that Lambie-Nairn’s ability to reflect the core character of the games – that sense of the WIS community overcoming adversity, of being accepted for who they are, of being proud, unconquerable beings – had a huge resonance with all stakeholders and with the general public.”