Brand Refresh

National Brand Communications Manager | i9 Sports

-Led a company-wide brand refresh
-Created the company's first 60-page Brand Book with Guidelines
-Directed the creation of over 1,000 new brand assets
-Redefined a stronger brand voice and messaging
-Implemented a new platform to better support brand consistency across 270+ franchise locations
-Trained franchisees on the importance of brand awareness and brand best practices

- i9 Sports had a need for more brand consistency across the nation.
- The brand had not been updated in over 20 years. We needed a refreshed look and messaging to relate to our millennial and increasingly Gen Z target audience.
-We lacked clear brand guidelines for franchisees and agency partners to follow.
-Franchisees needed a tool to make local customization simple while staying within brand guidelines.

-Clear and enforceable brand guidelines
-A tool that made local customization easier
-Refreshed messaging that pertained to our current target audience
-Brand awareness education at the local level

1. Worked alongside our graphic designer to create i9's first complete Brand Book with clear enforceable brand standards, and educated the franchise network on why these guidelines are important for their businesses.

2. Transitioned all print and digital marketing materials to Canva Enterprise—an environment that makes enforcing brand guidelines easier for the franchisor while keeping local customization simple and obtainable for the franchisee. Canva Enterprise's brand kit and brand template functionality allowed us to teach the importance of brand recognition to our franchisees while still providing them a diverse and customizable asset library.

3. Introduced bolder, brighter colors and fonts with the addition of new secondary colors.

4. Simplified and emboldened our brand messaging. I took our technical and longwinded sports jargon and created shorter, bolder statements that our audience responded to and engaged with more via organic social media testing.

-Bolder, simplified messaging that our audience actually engaged with. Using the new messaging, organic social media reach and engagement grew, notably averaging 10,000 views per post.

-A 60-page Brand Book with clear and enforceable brand standards and straightforward instructions for franchisees and partners.

-An excited franchise network that understood the importance of brand awareness across all locations instead of appearing as though each location was its own fragmented brand.