THE STARTING POINT
Sport4You is a project that I created from scratch. At that moment when I started to work for this project, Sport4You was just a sport club without any other identity than a name built in a outdated american style (4You), with a very old website and no strategy for the future. In less than a year its story became a success: they had a strategy as a business, a portfolio of activities, they had a strategy as a brand, they had a very well defined identity and they also gained a very good position on the first page on Google for the one of their key activity: mountain biking.
THE BRANDING STRATEGY
As I said, when I started this project I knew almost nothing about this market. I only get involved in an enduro competition and I used that experience as a starting point to deeper my understanding. A brand strategy.. at the beginning it sounded a little too much thinking that we had almost nothing to say or differentiate on the market, actually we even didn’t exist in the mind of someone, others than a group of enduro professionals but I always like to remember that words from Lao Tzu that you already know: the journey of a thousand miles begins with one step. And of course, the first step was to create a story. I named it “Sport for Life”. Practising a sport became a trend in the area were this club was active and this trend involved different categories but mainly millenials. There also was a strong competition on the market. I came with the concept of “Sport for Life”. A sport requires dedication in order to obtain performance. But most of the people are practising a sport not for performance but for their well being, for their health, for socializing. Performance is not all. Being happy with your self is the most important. So I focused everything around this idea.
THE LOGO DESIGN
Let’s remember first that Sport4You is a sport club active in Cluj-Napoca, Romania. So, the name, even if it’s easy to understand was created in that outdated american manner using a number representation for the related word with no other meaning. When you build a logo you have to say a story in a comprised visual way. It’s like a haiku in literature or it’s like a message on Twitter. You have to say all your thoughts in a limited number of characters. The story that I comprised in the logo refers to the four types of sports/activities that I incorporated under the umbrella of the club so trough this giving a sense to that “4”. I emphasised this concept visually through using a color code for each type of activity and incorporate these colors in the logo.
T-SHIRT DESIGN FOR THE MOUNTAIN BIKE MARATHON
POSTER DESIGN FOR EACH EVENT
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