In 2014, Glasgow took the Commonwealth Games to heart, and the world embraced the city in return. Fast forward to 2026, and early perceptions suggested that this new, sustainable, stripped-back edition of the Games would struggle to compare.
We were first approached by the team at Glasgow 2026 to build out the Games’ brand system and to develop comprehensive Brand Guidelines – covering colours, voice, typography, photography and more.
From there, we developed the Strategic Narrative that would set the tone and help change the conversation around the event. These reimagined Games may be ‘less’ in some respects, but sometimes less really is more. As the most sustainable, accessible and inclusive Commonwealth Games in history, Glasgow 2026 offers a brilliantly different experience that will pave the way for future editions.
And so, at the heart of the Strategic Narrative was a core proposition: Altogether Brilliant. This event brings athletes, communities and cultures together from across the Commonwealth, but it is when Glaswegians come together – passionate fans, kind-hearted volunteers, dedicated staff – that the real magic happens.
