London Lions Brand Guidelines & Club Website

A new website to help UK basketball roar.

The London Lions are a British professional basketball team based in London, UK. The Lions compete in the British Basketball League (BBL), the top tier of British Basketball.

Due to a period of growth the club were in need of brand guidelines to build marketing communications, and a new website. The new site would be at the forefront of the organisations marketing outreach

  • Create brand guidelines for the club building on existing logo.
  • Deliver templates for advertising & social media outreach.
  • Draft new website copy, headlines and content.
  • New website development using a customised WordPress theme.

The new site was well-received by fans and players alike, generating twice the traffic of the previous site within in a six-month period. The new guidelines allowed the club to improve marketing outreach and grow fanbase, leading to an increase of match day ticket sales.


Brand Guidelines
Creative Direction
WordPress Website Development

Getting match-fit.

Starting with strategy, I met with the client to identify the current challenges and business objectives facing the organisation.

From this meeting we identified two major goals for the club. The first was to position London Lions games as an attractive, premium event. The second was to raise the profile of British basketball, in a sport market dominated by football.

Therefore the priority was to build a solid brand around the London Lions. As the club planned to increase marketing outreach, it was vital to consolidate their existing brand elements into a cohesive identity.

I took the London Lions logo, and built new brand guidelines around it. The extended identity included colour, typography, graphic elements, page layout and headlines.



A champion website.

From here, I moved to website development. We agreed the new website needed to better position Lions’ games as a premium sporting event. The old site felt dated, cluttered, and did not present the brand in keeping with the values of the club.

The new website needed to be manageable by the client (the previous one was managed externally). Therefore I recommended development using the WordPress platform. This would offer pre-built website themes, robust functionality and a user-friendly content management system.

I developed the new site, and customised the WordPress theme to fit the new branding. I also developed revised or new content for each page, and created a team roster, event listings and club history.


The old London Lions website:


The new London Lions website:


Team training.

After delivering the site, I hosted a WordPress and web content management training session for the management team. As well as the live training session, I prepared video tutorials, and a PDF guide on managing the new site.

Client: Vince MacaulayDate: 2017