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.  

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© 2020 BY LUIS ABELLO

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.