The World Curling Federation has signed a deal with WePlay to launch a new identity ©WCF

The World Curling Federation (WCF) is to launch a new identity after signing a partnership with marketing agency WePlay.

A brand refresh was one of the six "big ideas" for the future of the organisation which were revealed after the curling community gathered for an ideation seminar in January.

This prompted a search for a branding agency with British company WePlay "setting themselves apart" after a tendering process.

"We are excited to be working with growth marketing partner WePlay to refresh the brand identity of the World Curling Federation in a way that encapsulates our core values and vision," said WCF head of communications Christopher Hamilton.

"As we move into the 2023–2024 curling season, we are confident that WePlay's expertise will enhance our brand and strengthen our connection with the curling community and our member associations worldwide."

The ideation seminar agreed that an updated brand for the WCF, which showcases a modern, vibrant sport, was "vitally important".

A brand refresh for curling is one of six
A brand refresh for curling is one of six "big ideas" that have been announced for the sport ©Getty Images

It was agreed that this was "fundamental to the approach that would be taken to all the other ideas" and that it would need to be addressed "immediately".

"This refresh is about more than a new logo, it is about what the brand says about the sport and how we want to describe the sport to the wider world," the WCF said.

The London-based WePlay has worked with major European football clubs Paris Saint-Germain and AC Milan, as well as National Basketball Association side Utah Jazz.

Other partners include the Ultimate Fighting Championship, Spanish football's top flight La Liga and ESPN.

The deal will aim to bring all of the WCF's channels under a "cohesive brand umbrella".

"With our extensive portfolio partnering with global federations and executing successful rebranding projects, we look forward to leveraging our creative talents and strategic expertise to further bolster the World Curling Federation's esteemed position as a global leader in the sport of curling," said Sami Izzet, WePlay's head of creative services.