The International Wheelchair Rugby Federation (IWRF) is the global governing body for wheelchair rugby. Its brand was described as clinical and boring, and its declining popularity reflected this. Cossette Toronto needed to revitalise the brand to more accurately reflect the exciting and bold sport it represented, so a new generation of fans, athletes and sponsors would get involved. The agency leveraged the momentum of the Tokyo Paralympics to launch the new brand platform and identity, leading to increased awareness and relatability amongst stakeholders.
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