DALIAN PRO
YOUTH ACADEMY
BRAND IDENTITY CONCEPT
BRANDING
DESIGN
STRATEGY
UI UX
MOTION
CONTENT
MERCHANDISE
BRANDING
FIELD MATERIAL
From branded flags to custom tents, field material can be useful for giving a branded feel when hosting special events such as tournaments and tryouts.
ABOUT
THE PROJECT
Dalian Pro wanted to revamp the image and brand of their World-Class Youth Academy. To ensure the new facilities reflect the elite level of the program, I created a concept identity for the club to envision how this could elevate their image to the world. This is not the final output as the project is still ongoing (pandemic delays). This concept was created to visualize the approach and concept of the final product.
WORDMARK
The club recently underwent a rebrand, so the logo cannot be changed. We suggested that a wordmark to accompany the logo would help in distinguishing the academy from the first team. The approach here is to create an identity for the youth players by incorporating a visual language that speaks to the youth.
COLOUR PALETTE
The Youth Academy is not a different club, so we kept the same colour palette to maintain a resemblance accross the club's divisions. Other secondary assets will be developed to make the distinctions.
PATTERNS
In order for the brand identity to be scalable, it’s important that the secondary assets are bold, and flexible. This will allow the design system to be implemented on any application that is needed while allowing for a distinction across divisions.
RBNo 2.1 black
RBNo 2.1a medium
Montserrat Medium
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FONT HIERARCHY
Having a set typography structure is key to the uniformity of the brand. From marketing ads to PowerPoint presentations, maintaining this hierarchy will help keep the brand’s visual language consistent.
TRAINING
MATERIAL
Designed for both staff and players, it gives the teams a sense of importance while also generating brand awareness off the field.
MERCH ITEMS
Designed for both staff and players, it gives the teams a sense of importance while also generating brand awareness off the field. The design system remains prevalent in all applications.
DIGITAL
PLATFORMS
SOCIAL MEDIA
The flexibility and clarity of the academy’s visual language must be present on social media to create a consistent and distinguishable campaign that will engage the targeted audience.
ACADEMY WEBSITE
A modern, functional, and responsive website is central to growing the brand and is a key touchpoint for all stakeholders. The design system will be implemented to ensure this digital touchpoint is up to the standards the academy deserves.
FULLY
RESPONSIVE
The system is to be implemented on all responsive digital campaigns, ensuring that all digital touchpoints are covered, ultimately resulting in more awareness and value for the academy.
CORPORATE
BRANDING
BRANDED
STATIONARY
Whether its sending invitation letters to clubs, players, or sponsors, it’s important to remain well branded in such an important touch point.
BRANDED
NOTEBOOK
A simple item that is used on a daily basis at most offices. It can provide staff a sense of pride and can be given to players or VIPs for brand awareness.
ACADEMY
BROCHURE
Various stakeholders may want to know about the academy and what’s it’s all about. The visual language will be a central point in the production of such marketing materials.
FACILITY
BRANDING
BRANDED
PRESENTATION
A simple item that is used on a daily basis at most offices. It can provide clarity in presentations while remaining a well branded asset.
