Western Sports Park Brand Strategy and Visual Identity
Overview
Davis County in Utah decided to build a 64 million sports facility that is to be the go-to facility for the entire western United States. My team was responsible for building the foundational brand strategy and visual identity.
Service
- Brand strategy
- Visual identity
- Environment design
Phase 1: Moodboards and Brand Attributes
After identifying the key attributes of the brand that reflected an identity and personality that our target audience would resonate with, I consolidated those attributes into three keywords that could be communicated visually. I then created visual moodboards for those keywords and specific strategies on how we would achieve that.
Phase 2: Visual Identity Concept
With a solidified visual direction, I created the initial visual identity elements of the logo, colors and typography. The colors needed to not only reflect the strategy but align with the wayfinding system established by the building design system.
Phase 3: Brand Style Guide
With an approved foundational visual identity, I created a comprehensive style guide that will guide anyone who touches the brand to keep the quality and integrity of the original strategy. Along with the foundational elements, photography, patterns, data visualization, and UI elements were then added to the guide.
Phase 4: Brand Collateral and Execution
The style guide was used to create a myriad of brand collateral. That included stickers, swag, jerseys, banners, signage and general brand materials
