A trust gap is a moment in the customer journey where doubt, hesitation, or unnecessary friction causes a prospect to second-guess their next step. This blog covers how to identify and close trust gaps in the buyer journey.
Sport Access HQ (SAHQ) is a software platform developed to help sporting clubs assess and enhance their accessibility and inclusivity. As a sub-brand of Inclusive Sport Design (ISD)—a leading advocate for inclusivity in sports—SAHQ needed a distinct yet connected brand identity that conveyed:
Innovation – As a technology-driven platform, the branding needed to feel modern and forward-thinking.
Trust & Community – The brand had to appeal to sports clubs, organizations, and accessibility advocates, emphasizing collaboration and positive impact.
Alignment with ISD – While SAHQ needed its own unique identity, it also had to remain visually and conceptually linked to the ISD brand.
To create a compelling and strategically aligned brand identity, SAHQ partnered with LimeHub, a leading brand agency, to leverage Brander—our proprietary brand development tool—ensuring a structured, data-driven branding process.
Our Solution: A Data-Driven Branding Approach
LimeHub’s branding methodology removes subjectivity from design, ensuring every visual decision aligns with the brand’s purpose, audience, and positioning.
1. Defining Brand Identity Using Brander
To build a brand that resonates with SAHQ’s mission and audience, we used Brander, our proprietary brand governance platform, to:
✔ Analyze brand positioning within the sports tech and accessibility sector ✔ Identify core brand attributes—balancing technology, inclusivity, and trust ✔ Align SAHQ’s visual identity with both its mission and ISD’s existing branding
Through this structured approach, we ensured SAHQ’s brand identity was purposeful, consistent, and scalable—laying the groundwork for long-term recognition and trust.
2. Logo & Visual Identity Development
With insights from Brander, we designed a logo and brand elements that effectively communicated SAHQ’s values:
Color Palette – We selected colors that conveyed trust (blues and greens) and innovation (subtle accents of vibrant tones) while ensuring accessibility and alignment with ISD’s branding.
Typography & Shapes – A clean, modern sans-serif typeface was chosen to reflect SAHQ’s tech-driven nature. Soft, rounded edges and fluid shapes were incorporated to represent community, inclusivity, and support.
Logo Concept – The SAHQ logo was crafted to:
Visually connect with ISD’s branding while maintaining a unique identity
Incorporate abstract elements representing collaboration and accessibility
Ensure high legibility and adaptability across digital and print applications
3. Establishing a Cohesive Brand Language
Beyond just a logo, we developed a comprehensive brand system that:
Guides future design decisions for SAHQ’s website, app interface, and marketing materials
Maintains consistency across all digital and print touchpoints
Supports scalability, allowing SAHQ’s branding to evolve as the platform grows
The Outcome: A Distinct Yet Connected Brand
LimeHub’s strategic brand & identity design delivered a modern, accessible, and cohesive brand identity for SAHQ that:
Reinforces Innovation & Inclusivity – The branding reflects SAHQ’s role as a tech solution dedicated to making sports more accessible.
Strengthens Market Positioning – The data-driven branding process ensured alignment with SAHQ’s mission and ISD’s existing brand equity.
Creates a Scalable Identity – The flexible design system lays the foundation for future marketing and product expansion.
Looking for a Brand & Identity Design That Aligns with Your Mission?
Your brand should be more than just a logo—it should tell a strategic, compelling story that connects with your audience.
At LimeHub, a leading brand agency, we use Brander to create data-driven, scalable brand identities that stand out in competitive markets.
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