When the British America's Cup Team needed to make an impact — fast — Into the Blue rolled-out a complete brand identity across every physical and digital touchpoint, built to attract world-class commercial partners and ignite a global fan base ahead of the 38th America's Cup in 2027.
The Challenge
GB1, the British challenger for the Louis Vuitton 38th America's Cup led by Sir Ben Ainslie, required an immediate, comprehensive brand rollout. Into the Blue were tasked with translating the team's ambition and identity into a visual language fit for sport's oldest and most prestigious trophy — premium enough to command the attention of global commercial partners, yet bold enough to cut through on social feeds worldwide. The brief was uncompromising: every asset, from the race boat to the team base, from clothing to web presence, had to be world-stage worthy. And it all had to be delivered at lightning speed to meet the fixed racing calendar deadlines building towards the Cup in 2027.
Our Approach
Into the Blue mobilised a full creative operation to bring the GB1 identity to life across an extraordinary breadth of outputs. We engineered a complete brand ecosystem — boat and base branding gave the team a powerful, unified physical presence at every event venue, providing a premium platform for sponsor visibility. Clothing and merchandise extended the identity off the water, delivering a fan-ready retail offer in partnership with North Sails Apparel. This is an ongoing partnership, with new assets and activations continuing to roll out as the team builds momentum towards 2027.
CGI, Digital and Social
Cutting-edge CGI animation was used to launch the team to the world, producing cinematic promo films that generated immediate global attention. The website and social graphics are designed to grow the fan base and serve as a showcase for commercial partners — ensuring every touchpoint communicates the same premium, world-class standard as the team's campaign intensifies ahead of the 38th America's Cup.
Speed Without Compromise
Every element of the GB1 brand rollout has been executed against fixed, non-negotiable America's Cup calendar deadlines. Into the Blue's ability to mobilise rapidly, maintain consistent quality across dozens of concurrent outputs, and deliver assets that are genuinely premium and commercially compelling — not just race-ready — defines the partnership. The result: a British challenger brand that looks, feels, and performs at the very highest level of international sport, with the biggest chapter still to come in 2027.
Results
- 360°brand rollout across physical & digital touchpoints
- CGIlaunch films produced with photorealistic animation
- #1target: premier challenger brand in the Cup fleet
- 0 daysof missed deadlines across the campaign
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Selected Work
