Colin Millar

Head of Marketing and Communications, Commonwealth Games Scotland

Commonwealth Games Scotland have been engaged with Loop Design Agency for over a decade, providing key design support across all areas of the organisation.

This time period included two UK-based Commonwealth Games in Glasgow 2014 and Birmingham 2022, which demand a range of design requirements.

For the Birmingham Games Loop were successful in a very competitive tender process to develop our Games-specific look and feel for all aspects of Team Scotland. They created a strong brand for our Games work, embedded within our overarching brand guidelines but with enough creative freedom to give us a unique look and feel to our activations.

Amongst the deliverables was branding, directional signage and operational assets for all five athlete village areas, a high-performance training facility and Scotland House, our team headquarters and base for athletes, family, friends and other stakeholders.

Coming at the tail-end of the Covid pandemic, we had significant responsibilities in creating environments that were safe and secure, yet relaxing for athletes and our other guests. We were also keen on delivering to a high-quality, professional standard that our top athletes expect.

Loop’s design work on both branding and directional signage gave all guests a sense of ‘home’ whilst at the Games, and our accreditation and lanyard passes, colour coded based on user group and access requirements, were both operationally efficient and in-keeping with our brand guidelines.

I thoroughly enjoy working with the team at Loop – we trust them with the development and safeguarding of our brand and enjoy the creative sessions when progressing ideas and concepts.

No task has been too big or too small for them to manage and having their guidance and influence across all aspects of our physical and digital work has been of great benefit.

As the intensity increased in the build-up to the Games I found their relaxed and controlled management to be very comforting – we had no concerns with any aspects of delivery and everything was achieved to the agreed timescales and to a high technical standard.

They are a great organisation to work with and we look forward to continuing our working relationship with them.