2009 News

Children's play centre company Eddie Catz has launched an online shop designed by beBRAND, along with a number of key revisions to its main site EddieCatz.com.

With its two play centres in Putney and Wimbledon well established, Eddie Catz was keen to start selling merchandize and event bookings online. James Sandwith, beBRAND's director explains, "This isn't so much about generating a new revenue stream – although that remains an important benefit given the current economy. It's really about the broader objective of reaching a larger audience and introducing the Eddie Catz brand beyond the local communities of Putney and Wimbledon."

The Eddie Catz shop sells kids' stationery and gift items; cooking, eating and picnicing goods; party bag fillers; soft toys; and bookings for workshops and events at the play centres.

Bradford Pharma has appointed beBRAND to reposition and rename their business in preparation for their next round of fundraising later in 2009. beBRAND was appointed following similar work for the technology exploitation company Essential Science in 2004.

Following a year of research, strategic planning and fundraising, James Sandwith is launching the Spirit of Squash with two private investors. Spirit of Squash has been founded to: • introduce children to squash through developing city academy programs combining sport with homework to encourage academic, athletic and personal achievement. Academies are planned for London and other UK cities, and in time abroad; • encourage top juniors from around the world through a sponsorship program of events and coaching clinics; • help to transform the presentation and promotion of professional squash by improving the televisual & broadcast qualities of the game, enhancing the use of web streaming and interactive technologies, and developing new formats for live events. Spirit of Squash will work with governing bodies and form partnerships with specialist marketing and production companies to help develop the sport. Founder James Sandwith explains, "This is about all aspects of the game of squash. We want to recognize squash's potential as a way for children to exercise and enjoy the social, health and educational benefits that sport can bring. We want to nurture talented juniors and help them pursue squash as a viable career. And then we want to develop the professional sport so that the players and the game itself enjoy the sort of exposure that golf and tennis have experienced in recent years. Squash isn't quite viable yet, but with the right mix of ideas, marketing and funding, it's a sport with a bright future." It's an interesting blend of commercial thinking and philanthropic aims with most of the initial investment made on the basis of achieving a positive social impact. The investors, themselves keen sportsmen, are keen to ensure as many people as possible benefit from participating in sport. Of course there's also a brand to build which will act as a focal point for all the people and effort required to reach our goals. beBRAND's team will contribute strategic, creative and technical skills to Spirit of Squash as the new company establishes itself through 2009 and beyond.

Private equity company Vespa Capital has launched a new logotype and symbol designed by beBRAND. Vespa Capital operates from Tunbridge Wells, London and Paris. They came to beBRAND following our identity and strategy work in 2008 for investment firms Adlevo and K2X.