The Victory Event Series had nine successful regional lacrosse events and were poised to strengthen their position from local Philly markets to national. A brand strategy was needed to move to the next level. The process started with the updating of their primary logo. While preserving the brand equity established over a very successful past, we merged elements from the old logo into a new, strong icon.
We then shifted our focus to the individual event brands and methodology. The system we created for events established a flexible, sustainable methodology. We created a design template that standardized the configuration of the event marks while still allowing for unique event identities . To compliment each event logo, we created a wordmark and narrow horizontal mark to have flexibility when being applied to everything from social media to printed banners.
This system was applied to all logos to create a coherent look between all events Victory produced. Because each event logo had a consistent composition, typographic family and branded Victory component, the system even allowed them to expand their range of events and create new logo sets on their own. Through some branding strategy in the form of a small style guide, this small company was able to not only grow their events portfolio, but save time and money. Now they have a solid brand with no limits for growth.