Campaign Pitch
Close your eyes. Now imagine growing up in the third largest city in your home state. You go to a regular school with friends; except this one kid. He comes to school, which seems like every day with a new trophy or medal. You want some for yourself. You ask how he gets him. He tells you, "tennis". The only problem is you can’t go to a fancy tennis club and you can’t afford a trainer. The only thing you can afford, is a wall to practice against and to play with old couples in the park when they need one more person to play doubles.
Despite that you compete and you win, a lot. By the time you're 12, you win your first national championship. By 18 you’re ranked number one in the United States.
Unfortunately, you hit another financial ceiling. You can’t compete internationally because you can’t afford it. But you do have the option to go to college on a scholarship and compete again. You decide to make a change in your family history and be the first want to graduate from college.
Your freshman year, you struggle on the court despite your success growing up. You decide it’s time to make another change and transfer to a school a few hundred miles away from home. Once you transfer, you win two national championships within three years.
what’s your next step? You decide to go Pro. Tennis purest don’t believe in you. They've only seen your passion in a few before but you're a lot older than most tennis rookies. But guess what? You're going to change the way that they think.
Now you're 25, you've fought your way to your first Grand slam semi-finals. And now you're a household name.
The brand that you sign with, New Balance asks you, "what's your goal for the next 3 years?" And they want you to think big. You tell them you want to be the best in the world. You want to be #1. You want to be The Game Changer. You want to change the way people view women's tennis and you want to change the way they view New Balance tennis. And with the help of your New Balance teammates you're going to help create the new faces of tennis.
Mock-up Campaign Posters
Mock-Up Signature Athlete Splash Page
Social Media Content Concept
Player Exchange will be a video based interview series promoted via instagram between New Balance signature Athletes where they exchange stories of growing up into the athletes they are today. New Balance Athletes Danielle Collins and Trayvon Bromell would kick off the series because they are both from St. Petersburg, FL
Design Language
Design Language was curated by team do define who Danielle is, both on and off the court. Grit, speaking to her training methods. Fierce, to define who she is on the court. Creative to define how she expresses herself off the court, and her love for art.
Product Packaging Concept
Packaging inspired by her middle name, Rose. The box also drew inspiration from a high-end rose box. The box will be finished with a silver embossed logo and a new balance logo type band to wrap around one side to represent a ribbon being tied around the box.
Signature Apparel packaging inspired by a Tennis container. Packaging is multi-functional/reusable. Once clothing is removed, tennis balls can also be stored in container. Bottom of container will also house a special compartment that will allow water storage and flowers to be placed inside.
Go to Market Strategy
Mock-Up Activation Space in selected Partnered Retail Spaces
Logo
Based on the design language, logo was designed to play on all aspects of who Danielle is. Varied line weights were used to imply motion and speed. The shape is an abstract tennis ball, speaking to her love of art. And the lines that also make the tennis ball are also her initials, "D.C."
Primary, Secondary and Tertiary color options
Logo Ideation Stage 1
Rough Concepts were designed, inspired by her motion on the court, her middle name "Rose" and where she is from, St. Petersburg, FL. Inspiration was also drawn from her love of art and being a fan of the works of art legends, such as Salvador Dali.
Logo Ideation Stage 2
Stage 2 saw deeper exploration into the idea of art and motion. Abstract forms of roses, tennis balls and her initials drove the design concepts.
Logo Ideation Stage 3
Alternate concepts of the idea of the Tennis Ball and icon type logos were explored as well as building on original concepts.
Logo Ideation Stage 4
Logo Concept direction was narrowed down and exploration of how design language can be more clearly conveyed was pursued.
Logo Ideation Stage 5
Iterations of eventual final concept were pursued as well as a possible alternate logo with just her initials were explored.
Logo Ideation Stage 6
Exploration of details for final concept pursued. Examining the variation of line weights for the letters and outlines.
Logo Ideation Stage 7
Color options for logo based on color palette were explored based on the color palette created by the color and material designer.
