Brandon S. Welch

01 / Case study

Athletes For Impact

Brand Identity, Guidelines, Iconography, Templates, 2024

A movement's brand gets made by whoever is holding the phone.

Brand guide cover. The stacked Athletes For Impact mark reversed in white on a navy field textured with hand drawn play diagrams.
2024 brand guide, cover

Context

Athletes For Impact connects athletes with community activism. The people producing its posts, reels, and event graphics are a small team moving fast, not a design department, so the identity had to survive being made quickly, by different hands, in any software.

What I did

So the system is a playbook. The mark reads as a play diagram, the iconography is hand drawn X's and O's and sport marks, and the palette is four colors with one volt accent reserved for the call to action. Typography is a four face stack with a named job for each face, and every background, social template, and caption spec ships in the guide, so content starts from the system rather than from a blank canvas.

Outcome

An eighteen page operating manual. The day to day brand gets produced by the team in minutes, and it comes out reading as one voice.

Type specimen page. Roster set in the hard display face, Join The Movement in the headline face, subheads and body faces below, each labelled with its job.
Typography system
Roster layout with black and white portraits of four athletes, names set in the headline face beneath each.
Type in use, athlete roster
Hand drawn icon set: X's and O's, arrows and route lines, and sport pictograms drawn with the same marker weight.
Playbook iconography
Six background panels in navy, cream, and red, each carrying the halftone stadium texture and the small stacked mark.
Background templates
A grid of social posts and reel covers: title cards, an event graphic, a welcome card, and a holiday gift guide, all built from the templates.
Identity in use

2024 Paralympic team announcements, with the Scout Bassett Fund and the Women's Sports Foundation

Athlete card. Femita Ayanbeku sprinting on her running blade, her name set large beneath, Para track and field running up the rail.
Femita Ayanbeku, Para track and field
Congrats Femita card. Ayanbeku holding her daughter at the track, gold confetti over a navy fade, partner marks along the foot.
2024 Paralympic team announcement
Congrats Jaleen card. Jaleen Roberts mid race in the Team USA kit, arm raised, the announcement set in the headline face.
2024 Paralympic team announcement
Congrats Julia card. Julia in the Team USA jacket, Para swimming on the rail, the same gold confetti field.
2024 Paralympic team announcement

From the guide

Logo page. Primary, secondary, and alternate lockups of the mark with usage notes under each.
Logomarks
Approved color combinations for the mark, shown as a grid of chips across primary, secondary, and alternate sets.
Color usage
Do not examples: the mark stretched, rotated, recolored, and set on unapproved combinations, each struck through in red.
The do nots
Color palette page. Rich black, navy, sport red, and cream as primaries, with volt and white as accents.
Palette
Three tees in cream, black, and red, each carrying the mark printed at the chest.
Merch
Back cover. The stacked mark on the navy playbook field.
Back cover

Contact

Send me what you’ve got and I’ll tell you what it takes.

Brandon S. Welch, Los Angeles, California

13@colorsfc.comLinkedIn (opens in a new tab)

Designed and built by me