A Visual Communication graduate landed the role of a lifetime when he became a Graphic Designer for the Marketing Communications and Publications team within the Commonwealth Games 2022.
Mark Lancaster, who graduated in 2013, was behind a huge amount of the iconic branding for the Games, including campaigns such as volunteering, recruitment, the Queen’s Baton Relay, Birmingham 2022 Festival, and ticketing for the event too.
He said: “When I started working for the Games, I was a bit naïve towards what the role would entail as I thought it was just about the sport. I soon realised that the Games was about so much more which, looking back, aligns with the Commonwealth Sport message: “Sport is just the beginning”.
“My role consisted of designing marketing materials to promote a wide range of different campaigns. In doing so, I like to think that I contributed towards the recruitment of 14,000 volunteers and helping us obtain a record-breaking number of ticket sales.
“Whilst each of these areas had their own brand guidelines to adhere to, I created social graphics like Instagram posts, emails and printed assets.
“Some of the printed materials that I am most proud of include a local basketball backboard in Summerfield Park, which is now a permanent feature in my local area and a portal squash court for Squash United by Birmingham 2022.
“Seeing thousands of people wearing the lanyard and accreditation you designed is quite something. Knowing my work is out there in the real world, big or small, makes me very proud to have contributed to this momentous time in our city.”
Mark has a wide range of highlights from being involved in the Games, including regular calls with the likes of Ellie Simmonds and Colin Jackson.
He said: “Working for the Games is a definite highlight of my career so far. I joined when working from home was mandatory, but I still felt part of a team aiming towards a common goal. We all got to be part of regular Teams calls with special guests such as Ellie Simmonds, or work events with the likes of Colin Jackson. It felt like a real opportunity to work for the Games for the city where I went to university and have stayed ever since.
“When we moved into our office in Brindley Place, the team grew both in mass and ambition. While some days it was a high-pressured environment, there was always a strong sense of collaboration and shared enthusiasm with like-minded colleagues.
“Both during and in the build-up to the Games, there was a contagious sense of pride in Birmingham. Walking through the city made me feel so pleased to see people holding tickets, that I had designed, as they entered sporting venues to witness history. That's something I'll never forget.”
Mark is now keen for the momentum the Games has had on the city and the region to continue thanks to the legacy the event will have. He said: “It already feels as though the Games have left a positive impression of our city and region and I hope that this continues.
“As it was said at the Closing Ceremony, we might be ‘the second city’ but we are not second best. I hope that it inspires people of all ages to get into sport and to live as one big community; continue to come together, as we did during the Games.”
Mark is now looking forward to the future and hopes to continue to work within sport. He said: “I am currently still working for the Games until October, designing post-Games material such as publications that highlight the achievements of the Games and what the legacy has in store.
“Then, I hope to move onto my next adventure in the creative world of design, hopefully in sport as working for the Games has helped to reignite my sporting passion.”