An ode to victory, the future and legacy.
SOLUTIONS PROVIDED
Brand Strategy, Core Values, Key Messaging, Brand Identity, Launch Plan
CLIENT PROFILE
Won For All is a sports community that provides leadership development for elite and professional athletes to help them expand beyond their athletic career.
CHALLENGE
How do we engage and inspire the professional sports community with an identity and messaging that really speaks to our purpose-built brand? The previous brand name 'Horizon Leadership Group' or HLG came across as generic and didn't speak to the distinct value and mission behind the brand.
OUTCOMES
We delivered the following:
brand positioning
new name
new logo and visual style
core values
defined vision, purpose and mission
POSITIONING
We consulted the client utilizing our positioning frameworks to conceptualize, define and scrutinize their:
Category
Differentiation
Value-Proposition
Target Markets
Purpose
Vision
The findings from this exercise provided the bedrock required to develop the rest of the branding elements on.
CORE VALUES
Through research and workshops, the following core values were crafted and instilled in the organization:
Team-First We put the needs of our community and each other ahead of everything else. Our connection is the core of what drives us forward.
Pathfinders
As pro-athletes, business leaders and influencers, we work together to pave new pathways to success and formidable legacies
Real
Being down-to-earth, direct and transparent is how we show up for our community and each other.
Committed
Through our unbridled dedication and support we will always strive to ensure success for our community.
Extraordinary
We've experienced the high-stakes of pressure and success, and now we ensure everything we touch has the same passion behind it.
NAMING PROCESS
Working closely with the founders, we implemented a weekly cadence to present, discuss and scrutinize concepts. We went through nearly 70 naming options, 25 of which we further researched, 11 of which we conducted an in-depth trademark analysis.
Through 8 rounds of revisions we proudly anointed the brand with its rightful name:
Won For All
MEANING
Won For All represents a realized mission. We found that its best described from the perspective of a Won For All client:
Throughout my life, I not only played to win for my fans, but for my family, my community, my teammates, and for myself. I strived to win not only in sports, but in my post-game career and in my personal life.
I won for all.
Additionally the name speaks to the connectivity of team, community and fandom; it's a nod to the adage "all for one, one for all".
Ultimately the name is an ode to victory, the future and legacy; what athletes strive to achieve in and out of their athletic careers.
LOGO AND IDENTITY
Building on the name, attributes and positioning, the logo was designed as a bold, dynamic and optimistic wordmark to bring the presence of the brand into relevance with its audience.
Ensuring that it produces beautifully on digital and physical mediums, we kept in mind the potential for this logo can be adopted as a wearable symbol or flag representing the purposeful nature of the brand.
LAUNCH
Working with Won For All leadership, we developed a communication and implementation plan to launch the new identity. From the large cohort of internal contributors (ie. staff, athletes, partners, advisors), to external touch points like the website and socials, to materials for pitching and fundraising, we sequenced the roll-out by priority and distributed the messaging utilizing reveal presentations, email sequences, LinkedIn posts and website updates.