Objective:

The rebranding effort focused on positioning Strong98 as a dynamic and approachable yet professional sports marketing agency. The main objective was to create a visual identity that encapsulated the duality of competitive sports: the fierce drive of athletes balanced with the inclusivity and relatability needed to attract a broader range of sponsors and brands. We needed to craft a brand identity that could effectively speak to both the high-performance nature of collegiate sports and the collaborative nature of brand partnerships.

My role involved everything from strategic visual positioning to hands-on design execution, ensuring that every aspect of the brand communicated Strong98’s values, mission, and future-forward vision.

Approach:

1. Market Research & Competitive Positioning:The project began with extensive market research to position Strong98 within the rapidly growing NIL marketplace. I conducted a comprehensive analysis of competitors and the larger sports branding ecosystem to identify visual trends and opportunities for differentiation. By understanding the competitive landscape, we were able to craft a strategy that set Strong98 apart through a distinctive and bold brand personality.
2. This process informed the development of a brand positioning strategy that emphasized Strong98’s ability to connect athletes with high-profile brands while fostering a sense of empowerment and inclusion among student-athletes. The strategy highlighted the agency’s role as a trusted advisor that helps athletes navigate the complex world of brand deals and sponsorships.
3. Moodboard & Visual Strategy:To kick off the creative phase, I curated a moodboard that served as the foundation for the brand’s visual direction. The board featured a mix of high-energy sports imagery, bold typography, and a color palette that balanced intensity with warmth. The intention was to create a visual narrative that expressed both the dynamism of collegiate sports and the welcoming, inclusive spirit of the agency.
4. The moodboard helped align the team on the visual tone we wanted to achieve—a mix of edginess and approachability. The board also incorporated elements that could appeal to both student-athletes (who are highly competitive and driven) and the brands (who seek to reach diverse and young audiences).
5. Logo & Visual Identity:The logo design was a crucial aspect of the rebranding, as it needed to encapsulate Strong98’s core identity. After several iterations, I created a logo that combines strong, geometric forms to represent the intensity of sports performance, with fluid lines to convey a sense of approachability and motion. The bold typography symbolizes strength and resilience, while the color palette was chosen to blend high-energy tones with softer, more approachable hues.
6. The logo’s visual strength helps establish Strong98’s position as a leader in the sports marketing space, while the approachable aesthetic ensures the brand appeals to athletes and corporate partners alike.
7. Style Guide:To maintain consistency across all touchpoints, I developed a comprehensive style guide that detailed every aspect of Strong98’s new visual language. This guide included typography, color schemes, iconography, and brand imagery, ensuring that all materials, whether digital or print, aligned with the brand’s new direction.
8. The style guide also covered tone-of-voice guidelines, emphasizing the need to balance professionalism with a friendly, athlete-first approach in all communication. This holistic guide became the backbone for all design-related efforts moving forward, making it easier for internal teams and external partners to create on-brand materials.
9. Photo Direction:To further build the brand’s visual identity, I directed photo shoots that captured the essence of student-athletes in action. The goal was to highlight both the competitive nature of collegiate sports and the individuality of each athlete. We focused on authentic, raw moments that resonated with Strong98’s brand ethos of empowerment and inclusivity.
10. The imagery was tailored to reflect a diverse array of athletes, showcasing the brand’s commitment to representing a wide range of sports and individuals. The photos were used across all platforms—from the website to marketing collateral and billboard ads—ensuring a consistent and powerful visual presence.
11. Website Design & UX:The website redesign was one of the core aspects of the rebrand. I created a clean, easy-to-navigate site that emphasizes Strong98’s mission and showcases success stories of student-athletes. The user experience was optimized for both athletes seeking to monetize their NIL and brands looking to partner with them.
12. Key elements of the website included:
13. • Interactive Features: A dedicated section for athletes to easily connect with Strong98’s services and explore sponsorship opportunities.
    • Brand Partner Portal: A simplified interface for brands to quickly understand the value of working with NCAA athletes and how to engage with them.
    • Dynamic Visuals: High-quality photography of athletes, engaging graphics, and bold call-to-action buttons that guide users through the site effortlessly.
14. The result was a visually striking yet highly functional website that positioned Strong98 as a modern, athlete-first marketing agency.
15. Marketing Collateral & Billboards:I extended the brand’s new identity across various marketing collateral, including business cards, brochures, and billboards. The billboards, placed in strategic locations across major U.S. cities and college campuses, featured bold typography and imagery of athletes, reinforcing Strong98’s message of empowerment and opportunity. The business cards and brochures maintained the same level of professionalism and dynamism, ensuring that every interaction with the brand left a lasting impression.

Results:

The rebranding of Strong98 successfully positioned the agency as a leader in the rapidly growing NIL marketplace. By creating a visual identity that is both dynamic and approachable, Strong98 now stands out as a bold, forward-thinking brand that appeals to athletes and corporate partners alike.

Key outcomes included:

• Increased Brand Recognition: The fresh, striking visual identity helped Strong98 stand out in the competitive sports marketing industry, leading to greater recognition and engagement with both athletes and brands.
• Higher Engagement with Athletes: The user-friendly website and relatable visual identity made it easier for student-athletes to connect with Strong98, increasing sign-ups and participation in NIL deals.
• Brand Growth and Expansion: The cohesive, professional brand presence enabled Strong98 to expand its reach across multiple campuses and attract high-profile brand partnerships.
• Billboard and Campus Campaign Success: The billboards and campus campaigns sparked interest among student-athletes, helping to raise awareness and further position Strong98 as the go-to agency for NIL deals.

By creating a rebrand that was both visually stunning and highly functional, we succeeded in solidifying Strong98’s identity in the NIL marketplace, driving growth, and making the brand truly memorable for both athletes and brands alike.