The goal

Bring a specialty insurer’s challenger spirit to life across two major sports partnerships: backing GB Snowsport as industry underdogs and championing grassroots inclusivity with New York and London LGBTQ+ rugby teams during Pride and the Bingham Cup.

The Problem

Corporate insurance branding rarely translates naturally to fast-paced, emotional sporting environments. The creative needed to move past dry, "logo-slapped" sponsorship tropes to tell an authentic story, connecting McGill’s understanding of calculated risk and underdog ambition to the realities of the slopes, while also flexing to speak genuinely to the vibrant, community-driven world of LGBTQ+ rugby.

The Solution

I built a flexible, multi-channel visual system anchored in sharp storytelling that adapted McGill’s core identity to fit the distinct energy of each partnership:

• Digital Content Hub (The Edge): Designed the UI and visual identity for The Edge, a sleek online destination exploring the parallels between navigating risk in specialty insurance and pushing limits on the slopes, housing long-form editorial pieces, athlete interviews, and video features.

• GB Snowsport Social Rollout: Developed a suite of dynamic social assets to drive traffic to the hub and spotlight GB Snowsport’s underdog journey throughout the winter season, pairing sharp editorial typography with high-impact action photography.

• Bingham Cup & Pride Campaigns: Created a bold, celebratory social assets tracking the London and New York LGBTQ+ rugby teams through Pride and the Bingham Cup, leaning into grassroots club culture, human storytelling, and high-energy tournament graphics.

The Outcome

Shortlisted for Best Sponsorship Campaign at the Financial Promoter Awards. Delivered a cohesive, concept-led creative framework that turned an abstract insurance proposition (underdog grit and smart risk-taking) into an engaging, award-nominated consumer campaign.