The Croatian Deaflympic Committee has entered the finals of the IdejaX creativity competition in the Best Branding & Rebranding category, confirming the growing importance of strategically driven identities in the communication of institutions and sports organizations.
In the Best Branding & Rebranding category, projects are recognized that successfully combine brand development, a strategic framework and quality of execution. The new identity of the Croatian Deaflympic Committee has been singled out as an example that shifts the way deaf sports are communicated and presented, moving from institutional communication into a broader social narrative.
The rebranding also comes within the context of a broader transformation of the organization itself, which previously operated under the name Croatian Association of the Deaf Sports. The change of name and identity reflects the need for clearer positioning within the sports system, as well as more precise communication toward the public, particularly in the context of differences between Deaflympic and parasports.
The central communication message “We do not hear. We feel.” connects the physical dimension of sound as vibration with the emotional experience of sport, building a bridge between athletes and the audience. In this way, the campaign moves beyond informing and enters the space of engagement, inviting the public to actively participate in creating support that, even without sound, can be felt.
An additional layer of visibility for the project comes from its implementation in public space through digital channels. In collaboration with Go2Digital, the identity was translated onto LED screens across cities, where the dynamic nature of the logo comes fully to life. The format enables the idea of vibration and movement to be conveyed in real time, turning the visual identity into an experience that is not only seen, but also felt, further blurring the line between communication and perception.
“We are very proud that the industry has recognized our work and vision. The new visual identity is not just an aesthetic change, but a tool through which we aim to bring deaf sports closer to the wider public, increase its visibility and encourage inclusion in society,” said Ante Plećaš, Marketing Director of the Croatian Deaflympic Committee.
The competition jury consists of prominent creative directors and industry experts, and the finalists were selected based on creative idea, strategic approach and quality of execution. The announcement of the winners and the awards ceremony will take place on May 8 as part of the Dani komunikacija festival, where this project will be one of the examples of how design can move from form into a functional communication system.
