The British Transplant Games are the flagship event of Transplant Sport, with over 800 transplant recipients aged from 2 – 80+ taking part in over 20 different sports.

We partnered with organisers to develop a flexible visual identity, allowing the games to flourish in host cities across the UK.

The Westfield Health British Transplant Games is an annual event bringing together organ donors and recipients  from across the UK. As well as providing the opportunity to participate in a variety of sports , the games also seek to thank and celebrate donor families and the gift of life, with social interactivity scoring high on the activity schedule.

Held at a different city every year, there’s also an opportunity to increase public awareness of organ donation in local communities whilst increasing a sense of ownership for hospital teams and host venues throughout the UK. 

When the games came to Newport we took the opportunity to create a visual identity and website that would be a catalyst for future campaigns.


Transplant recipients

In the build up to Newport, Icon delivered on a comprehensive digital and print strategy engaging with stakeholders; from sponsors & participants through to residents and tourists . Developing bespoke illustrations of key landmarks and activities captured the vitality of the city, and for the first time in the game's 40 year history, a distinct visual identity and messaging structure emerged.

The launch event saw a 40% increase in enquiries and momentum stayed high right through to the closing ceremony.

As a design agency we were overwhelmed by the courage of the donor families, recipients and the swathes of volunteers who made the event so special and we immediately committed to becoming the creative partner for the games going forward.

It was onwards and upwards to Coventry 2020.

Then covid arrived.


With a series of lockdowns due to COVID, the decision was made to switch Coventry 2020 to a virtual transplant games (#BTGVirtualGames2020) with the objective of keeping the donor community healthy and  connected.

Three major social campaigns campaigns #BTGMagicMoments, #BTGVirtualGames and #ActiveTransplant were developed over a a four month period. Working with PR agency Liquid, we were able to demonstrate the impact and reach of this social media activity.



“As our creative partner, we were impressed with the agency’s eye for detail and ability to create a brand identity that captured both the host city and the ambition of the games in Newport. Covid has presented huge challenges and the team have responded to ensure the BTG teams have stayed connected and valued.

A sincere 'thank you' from all involved."

- Yuri Matischen, Managing Director, MLS Contracts