The challenge was to take an organisation with forty years heritage and repackage it as a 21st century sponsorship opportunity and youth brand.

The team needed an identity that could be applied to motorcycles, magazines, clothing, articulated transporters and a new website. The broader organisation needed clear brand definition and evolution in the view of sponsors. The application of some powerful yet simple brand rules for image and colour usage and a memorable logo have lead to a consistent and widely applauded new look and revised interest from third parties. Silver developed descriptions, mission and vision through to the development of a sponsorship programme and an e-commerce based merchandise business programme. Since the deployment of the revised brand the organisation is now being courted by a number of television companies and sponsorship and charitable donations have increased dramatically.

“Silver’s brand work has transformed our organisation – from building our public persona with the media to the whole team behaving ‘on message’. We didn’t appreciate how the right guidelines could streamline and transform the way we appear and behave. Silver have applied enormous energy to achieve this transformation.”

Roy William Pratt MBE, Team Director, Impstart Trust

Silver Creative Services

More about The Imps

The ‘IMPS’ is dedicated to educating children through, though not exclusively, their leisure time activities, this is delivered by a disciplined, dynamic and challenging programme of activities with a world-famous motorcycle display team at its heart.

From the sound of revving engines to the awe of a billowing fire jump and the suspense of a multiple motorcycle combination ‘cross-over’ routine, The Imps will have you mesmerised by an unmissable display of discipline and skill. Furthermore, you will be stunned to learn that the youngest performer is only five years old!

The Imps Motorcycle Display Team, noted for its impeccable smart red tunics and highly disciplined spectacular show originated in the 1970’s from The Hackney Adventure Holiday Project – a charity founded by Roy Pratt MBE that provided holidays in the country for under privileged young people. Some of the children found a dysfunctional old ‘motorbike’ – one thing led to another and a motorcycle display team, uniquely comprising young people aged six to sixteen, emerged.

For over forty years The Imps have performed around the world to millions of people.

Regular appearances on prime time television and displays at major events, such as The Edinburgh Military Tattoo, have secured a reputation for excellence. Extraordinary discipline and incredible teamwork enable The Imps to deliver shows comprising complex ‘cross-overs’ requiring split second timing, breathtaking fire jumps and visually stunning pyramids of red tunics – all served up with a dash of humour and aided by the spell-binding mini Imp mascots.



Kapco, Avio-Diepen merger communications


New visual identity and go-to-market strategy


Top 10 Guide: Marketing your Start-Up and SME

Immerse yourself with international brand man and entrepreneur, Graham Dodridge who shares his insight and experience.

Download Now