10.3.1 draft

NFL Charities

American Heroes

shut up and play through the pain

1. Research 1.1 Company Research1.2 Personas1.3 Creative Brief

2. Process2.1 Design Research2.2 Moodboards2.3 Logo

3. Style 3.1 Logo standards3.2 Logo Guidelines3.3 Color Palette

3.4 Typography

4. Media4.1 Documentary4.2 Website

4.3 Mobile App4.4 Music Single4.5 Twitter Auction4.6 Charity Game

Contents

Research1.1 Company1.2 Personas1.3 brief

1.1 CompanyAs the most popular sports franchise in America, the NFL (Na-tional Football League) is a premiere brand that generates bil-lions of dollars in annual revenues. But it comes at a cost: the long-term physical, mental and emotional health of its players, and by extension, their families.

Comprised of 32 member teams split evenly between 2 con-ferences, each with 4 divisions, the NFL has always been an impassioned sport that channels excitement in fans, players and everyone within the organization.

Despite early popularity, the NFL was not officially recognized as a major sports organization until the 1950s, most specifical-ly during the 1958 Super Bowl. The NFL’s popularity increased through the 1960s and merged into its current version in 1970.

NFL kicks off with pre-season in August, official season in September and playoffs through December and January. The season ends with the Super Bowl, which is held in late January or early February. The Super Bowl is one of the world’s most popular sports events, and generates $150 million for the city it hosts, not to mention approximately $4 million for each 30 second commercial on TV.

1.2 personasAverage PlayerActive 3.5 seasons$1.1 million salary/reg. season

Does he play an offensive position? Yes? He’s 3x more likely to get a concussion

1.2 PersonasAverage fansName: Joe SmithDallas, TXElectrical Contractor$65,000 yr.Married 6 years1 childBachelor’s degree

Name: Hector SotoMiami, FLIT Specialist$95,000 yr.Single0 ChildrenSome College

1.3 briefNFL Charities Brand Tenets

Teamwork, Innovation, Community

Campaign Objective

Increase brand awareness of NFL Charities by focusing on its support of medical research designed to further investigate the risks of CTE and head injuries sustained by US military veterans and NFL players, both of whom are deemed “American Heroes” throughout the American community.

Big Hairy Audacious Goal:

Evolve NFL brand by demonstrationg the organization’s patriotic commitment to American medical re-search, thereby supporting the nation’s future health and prosperity. Increase brand engagement 10% in 5 years.

Proposed Deliverables:

NFL Charities rebrand (includes logo), marketing campaign & integrated strategy, NFL documentarysupported by media single, mobile app and multimedia asset design.

Process2.1 Design Research2.2 Moodboards2.3 Logo

2.1 research

2.1 research

2.1 research

2.1 research

2.2 moodboardsKids Play Safe

Kids look up to their parents and role models. Let’s teach them not to play rough with each other, because playing football (and other sports) safely allows them to have fun without hurting anybody.

And it makes their hero proud.

2.2 moodboardsVintage American Heroes

Manliness, civility, hardihood and resilience... respecting your fellow comrade in sport and on the battlefield. You are the man your favorite athlete’s favorite athlete looks up to.

Seattle Swag

Inspired by Nike’s innovative, high-energy redesign of the Seattle Seahawks. You’ve got the body of a god and you’re as fast as lightning... but by ignoring severe head trauma in order to perform, you’re only going to destroy your legacy in the long run.

2.2 moodboards

2.2 moodboardsAmerican Heroes

Classic, nostalgic, and all-American, we’re banding together as a unit to support our heroes on the battlefield, representing our city, our state and our nation as a whole.

2.3 Logo

2.3 Logo

3. STYLE3.1 logo standards3.2 color scheme3.3 typography3.4 brand voice

The old NFL Charities logo used to be a simple round design that somewhat emulated buttons seen on denim jeans. The new logo for this particular campaign is refeshed with an active appearance that denotes action, movement and infers upward mobility drawn on development and actions of those who served in the past to support positive causes in NFL and military history.

Old New

3.1 standards

The new logo is designed for use specifically for the American Heroes campaign; it can easily be applied to all NFL Charities campaigns and overall site design. The logo is to be no more than 1 inch wide and maintain an appropiate space margin on all sides.

The single color rendering of the logo is only to be used when full color is not available for media design and usage. This logo’s opacity may be adjusted for watermark purposes. Logois not to have any other color or gradient adjustments.

3.1 standards

3.1 standards

3.1 standards

3.2 colors

3.2 colors The campaign is called American Heroes, an obvious nod to our patriotic pride to American citizens serving and entertaining the country.

To honor the patriotic essence of both the US military, its veterans, the NFL and its past and present players, the American Heroes color palette is red, white and blue. Red, white and blue are the colors of the US flag, the official colors of the NFL, and reflect the blood, sweat and tears of our men, drenched with honor and courage, that represent the essence of what both these organizations stand for: teamwork, American pride and community.

3.3 typographyEndzone Sans Condensed is the official font of the NFL, however, it’s narrow design is not easy to read. To add a fresh look to the NFL Charities brand campaign, traditional NFL colors are main-tained, but the distinction will be made in terms of font selection.

Archive is a clear font with strong linear character, yet unique design touches that are fresh, modern and masculine. Helvetica provides clear, easy to read text for the font. It’s neutral, clean design works well both indigital and print formats.

Endzone Sans Condensed is used in sparing and mostly decorative application.

Together, these fonts give a crisp, modern feel to the campaign. They’re stylish, no-nonsense and manly, speaking to the masculine man of today.

Archiveabcdefghijklmnopqrstuvwxyz1234567890

Endzone SansABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

HelveticaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

The NFL brand speaks in a straightforward manner that pulls no punches, yet maintains a high level of energy and excitement for the audience.

American Heroes copy will directly reflect the candid yet appealing voice established by the NFL brand. Maintaining consistent language allows effortlessabsorption of the overall campaign messaging. This also reinforces the American Heroes campaign, and the NFL Charities brand to the parent NFL brand.

Because the NFL and the military are patriotic, fami-ly friendly brands, all media created directly from the parent brand will be written in good taste. Inappropriate and obscene language and expressions are expressly prohibited from brand use, including media delivera-bles.

3.4 Brand voice

4. media 4.1 documentary4.2 hero bowl4.3 website4.4 mobile app 4.5 twitauction4.6 commercial

4.1 Documentary

4.2 hero bowl

4.3 website

4.4 mobile app

4.5 twitauction

4.6 commercial