When the North Carolina Sports Association chose to operate independently of the state’s sports development program, they needed a new identity to set themselves apart. Working with the Board of Directors, I used feedback during the discovery phase to craft a dialogue that focuses on the communities and the experiences they offer to sporting event participants.

Starting with the logo design, I chose to marry nostalgia and modern, a theme that weaves through the copy and design of the website and marketing pieces that followed. I set up the Instagram account and gave them a headstart on a few months worth of posts and then turned the account over to a member volunteer.

Following the marketing push, the Board reported success for the main goals: to remove confusion around the split of the two organizations, and create a recognizable brand that promotes the state’s sporting venue communities.