Agency brings Invictus Games to life with visual identity and campaign inspired by 2027 games host city Birmingham
Invictus Games Birmingham 2027 has launched a new digital out-of-home (DOOH) campaign across Greater Birmingham this week, marking the next step in building awareness and excitement ahead of the Games in July 2027.
Created in partnership with McCANN in Birmingham, the campaign celebrates Birmingham as the 2027 host city, offering local residents across the West Midlands the opportunity to access Priority Presale tickets, which open next week for an exclusive window on 13 and 14 October.
The campaign utilises the Invictus Games Birmingham 2027’s new brand guidelines, which establish a distinctive visual identity for the 2027 Games, rooted in the character of the city and its proud history of supporting rehabilitation, recovery and renewed possibility.
Created by McCANN in Birmingham, the new visual identity and guidelines have been developed as part of its expanded partnership with Invictus Games Birmingham 2027, with the agency now working more closely with the organisation across its brand, campaign and communications activity.
The new identity pays homage to Birmingham’s reputation as a place of excellence for rehabilitation and resilience, due in part to its work at The Queen Elizabeth Hospital and Fisher House, who treat wounded, injured and sick service personnel, veterans and civilians alike, supporting many in their recovery.
At the heart of the identity is the Journey of Recovery. Rather than portraying recovery as a straight line, the design embraces its deeply personal and non-linear nature. An undulating path begins with challenge and progresses towards strength, while recognising that recovery continues long after the Games have ended.
The motif is inspired by a line from the Royal Centre for Defence Medicine at The Queen Elizabeth Hospital. It has been reimagined as a fluid, continuous illustration that echoes the architecture of the QE building while symbolising resilience, continuity and hope.
Building on the tradition of previous host cities, the Games identity also features Birmingham’s much-loved nickname, BRUM. This authentic and proudly local expression gives the brand a genuine sense of place.
Adam Bodfish, executive creative director at McCANN, said: “Invictus Games Birmingham is rooted in a city with a remarkable history of supporting recovery. The new identity translates that legacy into a distinctive visual language that reflects Birmingham’s character and, above all, the enduring spirit of the Invictus Games and its community.
“As our partnership develops, we’re proud to be working more closely with the Invictus Games Birmingham team to bring the brand to life across the city and help build momentum towards the Games in July 2027.”
Chris Conneally, Managing Director, Invictus Games Birmingham 2027 – “We’re less than 300 days to go before Birmingham 2027 and the launch of our priority presale is an exciting milestone on the road to the Games, giving local residents the first opportunity to secure their place and be part of a truly global event. As we start bringing more people into the journey, it’s important that we reflect what makes Birmingham and the West Midlands such a meaningful host. Our new brand identity does just that, drawing on the region’s heritage of recovery and rehabilitation while creating a distinctive sense of place that will connect local communities with competitors and the wider Invictus community as we build towards Birmingham 2027.”
Prince Harry, The Duke of Sussex and Patron of the Invictus Games Foundation, founded the Invictus Games in 2014. He was inspired to create the international sporting event for wounded, injured and sick service personnel and veterans after his own lived experiences in the military.
Birmingham 2027 will mark the return of the Invictus Games to the UK for the first time since the inaugural Games were held in London in 2014. Taking place at the NEC and Sandwell Aquatics Centre from 10-17 July 2027, the Games will bring together competitors, families and supporters from across the globe in the nation where the Invictus movement first began.
The DOOH campaign has been brought to life with media partner Elonex, who will deliver the activity across the city until 11 October 2026, when the sign-up window for the Priority Presale closes. A Community Presale will follow with general sales opening on 22 October.
Source: McCann
MCCANN UK PUTS JOURNEY OF RECOVERY AT THE HEART OF INVICTUS GAMES’ RETURN TO THE UK added by newsroom on
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