Onboard Sportswear is a custom performance-wear brand specialising in team merchandise for pool, snooker and darts players. Focused on giving players the best bespoke experience and helping them perform at their peak, Onboard turned to us to lead a full rebrand. We worked with the team to sharpen their identity, elevate their presence in the sportswear space, and reinforce their mission to make players perform at the top of their game.
What we did
Discovery
Brand Strategy
Brand Identity
Brand Rollout
Shopify Store Design
Visit the site
Project goals
Redefine the brand story
Shape a new Onboard brand identity, strategy, and language, establishing it as the leading custom performance teamwear specialist.
Strengthen partnerships
Fuel stronger connections with our community, affiliates, ambassadors, and customers through immersive, branded moments.
Facilitate growth into new markets
Adapt the visual identity of Onboard to facilitate expansion into various sports and international markets.
Project overview
Onboard Sportswear, already a household name in custom teamwear for Pool, approached us with a bold ambition: to elevate their brand, break into new sporting markets, forge stronger partnerships, and take their product offering to the next level.
We set out to redefine Onboard’s brand from the ground up, crafting a powerful new narrative, ethos, and language that would position them as the leading custom performance teamwear specialist across a wider sports landscape.
Our work focused on several key areas:
- Brand Strategy and Narrative: We developed a strategy rooted in Onboard’s goals, built around a bold, proud, and energetic tone of voice. We created a brand language that was clear, flexible, and capable of resonating across different sports and international markets.
- Visual Identity Refinement: We refined the Onboard brand with a cohesive visual direction and a flexible design system, ensuring it could adapt seamlessly to diverse audiences while staying true to its roots.
- Product and Service Positioning: We reimagined the way Onboard’s product range, features, and custom services were communicated, making the offer more engaging and focused on player performance, individuality, and pride.
- Ethos Development – The 5 P’s: We built Onboard’s brand ethos around five key pillars — Products, Partnerships, Performance, Players, and Pride — bringing clarity and emotional resonance to every aspect of the brand.
- Partnership Strengthening: We created a foundation to deepen Onboard’s relationships with affiliates, ambassadors, and customers, fuelling loyalty and future growth.
By uniting strategic thinking, clear brand language, and a revitalised visual identity, we helped Onboard Sportswear ignite their next chapter — expanding their reach, strengthening their community, and elevating their presence across multiple sporting arenas.
Following the initial scoping session and branding workshop, through to the brand reveal, Toward managed to capture the fundamentals of what drives our business, from looking at our audiences, the challenges we faced and the goals we set out to achieve. We have a new brand identity and image that directly resembles the work, passion and effort that has gone onto producing our global brand. The site site looks great, dynamic, packed full of new products and feature rich in terms of user experience and feedback.
Ceri Morris — Co Founder & Director, Onboard Sportswear
Credits
Brand photography: Matchroom
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