Brand Development
OVERVIEW
Each year FCA does a global theme for its content to reach coaches and athletes around the world through several different platforms, campaigns and events during a calendar year. The theme has a unique message and brand each year designed to be relevant to coaches and athletes. This theme shown in particular was developed for 2024.​
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​MY ROLE:
Audience Research Lead, Brand Development, Project Manager for Brand Design
AUDIENCE RESEARCH
Surveys
To properly develop a relevant theme for 2024, coaches and athletes were surveyed. The surveys went out to high school and college level coaches and athletes. The surveys were qualitative and open ended, with 5 questions on each:
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​What's it like to be a coach/athlete currently?
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Why do you coach/compete?
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What's one thing you wish people knew about coaching/competing?
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What is your greatest challenge as a coach/athlete?
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What keeps you motivated?
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Below is a slideshow of the full results:
Audience Interviews
Findings
The survey responses had several common themes:
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A lot of paired "opposites"
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Challenging and rewarding, fun and stressful, etc.​
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Calling/purpose statements​
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Many coaches and athletes see their sport as a way to impact/give back.​
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Several coaches and athletes see their sport as a ministry platform.
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Back to the grind​
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Compared to 2022 surveys, the 2023 ones had more of a "back to the grind" feel after the "back to normal" excitement post-COVID.​
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The grind never stops as a coach or athlete.​
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Content themes​
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Identity and foundation​
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Striving to live in the true self vs. small self​
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Priorities and perspectives
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Needing a reset on their perspective​
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Time
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Trying to find balance in the "24/7" demands​
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Presence​
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Striving to be more present ie. "be where your feet are"​
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Relationships matter​
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Having a high value on community and support systems​
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Winning​
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Desire to redefine winning from an unhealthy mindset to a healthy one​
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DEVELOPMENT
Process
The theme development process goes from synthesizing the audience insights, creating an audience journey, to finally having a one word "theme" with four core concepts.
Once Upon A Time...
From the "Key Findings" listed in the Audience Research section above, an audience journey was created using a "once upon a time" framework:
Core Concepts
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Reset - reset your perspective​
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Renew​ - be renewed from a new identity​
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Refuel - refuel yourself to overflow with joy ​​
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Ready - I am now ready to compete with a new purpose​
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Key Journey
From Overwhelmed to Overflowing
2024 Theme = 24/7
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With the audience insights that centered on time (never ending grind) and a desire for a new perspective/presence, the theme "24/7" was developed. This theme seeks to challenge coaches and athletes to examine their "24/7" and encourage them with the fact that time is neutral, it's what they fill it with that makes it positive or negative.
BRAND DESIGN
*Design executed by Will Bryan Design
Logo
The main logo/emblem for "24/7" was created using the numerals "2", "4" and "7" with . The "4" is seen through the use of negative space, which represents the neutrality of time that theme of 24/7 is portraying: what do you fill your time with?
Color Palette
The 24/7 color palette was selected using colors that could visually represent the 24 hours in a day (day, night, sunrise, sunset). I sent a few options to our designer, and this palette was the one our team liked the best, with the most trending colors.
Night
Stars
Day
Dusk
Sunrise/Sunset
Graphics
The graphics/textures used as further design elements (backgrounds, accents, etc.) point to the journey of 24/7, from overwhelmed to overflowing. The "flowing" concept lent well to waves visuals.
Mock Ups
