Objective: Brand Evolution
Players Health, an innovator of insurance and risk mitigation products for youth sports organizations, wanted a visual identity that better represented its evolution as a brand.
The Situation
Heralded as one of the most promising digital health startups, Players Health aims to protect the wellbeing of young athletes and ensure safe access to sports for everyone. To achieve such an ambition, Players Health knows it requires a team effort from sports organizations, governing bodies, coaches, players, parents, and the broader community.
Idea: All In
The new mark was designed to rally everyone to the brand’s cause.
Seeking inspiration at the intersection of sport and community, my team was drawn to classic iconography from combined sporting events at the collegiate and international levels.
To elicit an uplifting and positive feeling, we sketched gestural forms that moved upward and to the right. The selected design evokes a body in motion as if raising a hand to declare, "I'm all in! All in to champion safety first… All in to level the playing field… All in to provide young people access to the sports they love." The color gradient communicates both the energy of this movement and its inclusivity. The accompanying logotype accentuates this feeling with a tilt toward the future.
Developing a brand toolkit
Lastly, graphic standards were designed for the brand that could be handed off to their internal design team, including an iconography system, copywriting guidance, and a graphics toolkit that embodied the same energy and promise as the logo. In addition, photographic imagery captures athletes in action and from above. As if they are being watched over and protected.
Not only did the client high-five over this work, but it also played an important part in closing an investment round well into eight figures.
Roles:
Creative Direction, Design, Brand Strategy
Partners:
Creative Team / Jason Strong, Kaleb Durocher
Editor + Motion / Michael Dow