Bernie is a seasoned brand creative with a career spanning major global agencies and high-profile clients across the UK, Africa, the Middle East, Asia, and Europe. He has worked with leading brands and institutions such as New Balance, the Commonwealth Games Federation, and the International Olympic Committee.
Fifteen years ago, he co-founded Brand Oath, an independent brand agency focused on international sport and major events. The agency is rooted in Bernie’s deep belief in the power of sport and culture as a force for good in society, and in branding as a tool to inspire meaningful, positive change. Where these two forces intersect, Bernie brings transformative value.
He has earned a global reputation for creating winning branding solutions for cities bidding to host international sporting events. His work has been central to creating effective materials used in the critical decision-making process. Beyond bids, he has led branding strategies and communication platforms for events themselves, most recently the 2023 UCI Cycling World Championships and the 2024 World Athletics Indoor Championships, both hosted in Glasgow.
His track record includes collaborations with national governments, governing bodies, international federations, rights-holders, consultancies, and stakeholder organisations.
Contact:
Bernie Shaw-Binns
Managing Director
bernie@brandoath.com
Tel: 07917452177
brandoath.com