POSITIONING | GROWTH STRATEGY | BRANDING | PACKAGE DESIGN | TRADE SHOW MARKETING
A Win for Legacy
An ode to victory, the future and legacy.

Projects - Won For All
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.
SOLUTION
We developed an integrated campaign that takes the user through an assessment quiz, which once completed provides a score based on the maturity level of their PAM practice in their organization. Additionally, a customized report is sent to the respondent which is packed with best practices on how they can respond to the security threats they may be facing (based on their maturity score). Ultimately the report contains information on our client's cybersecurity practice and a call-to-action to reach out for their suppor
THE TEAM

Neel

Brady

Julien

Mark
PROJECT OUTCOMES
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We delivered the following:
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brand positioning
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new name
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new logo and visual style
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core values
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defined vision, purpose and mission
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.
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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.