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USA Judo
Background
In
2005, a dynamic, new executive director at USA Judo wanted to
revitalize the USA Judo brand to increase sponsorships and financial
support in an effort to differentiate the USOC national governing body
from competing Judo organizations, while increasing the organization’s
membership and overall popularity with both recreational and elite
athletes. The ultimate goal for USA Judo was to increase respect for
the organization and its athletes in the national and international
arena.
Branding + Strategy
Cukjati
led a BrandMapping™ session with representatives of each USA Judo
constituency — youth, elite and Olympic athletes, coaches, parents and
staff leadership — to discover the organization’s vision, values,
attributes, and potential. From this session, Cukjati observed that USA
Judo encompassed more than a sport, but also a lifestyle and
philosophy. To this end, Cukjati created the tagline, ‘Body. Mind.
Life.’ for use in all collateral and signage. In addition, the
following projects were completed:
— Website architecture and graphics re-design, including custom photography of elite and youth athletes in a scenic location
—
New logo/trademark (used extensively for internal communications such
as banners, clothing, stationary, business cards, certificates, etc.)
— Corporate brochure
— Adopt-an-Athlete brochure for fund-raising
— Print advertising
Results
USA
Judo saw an upswing in both membership and Website hits, and has
received overwhelmingly positive comments on the new logo/trademark and
branding look and feel. Much has also been noted of the cleaner,
easier-to-navigate website. As the USA Judo head coach, Ed Liddie,
says, “My gauge on the success of a new look is how many banners are
stolen; at the first event we used the new banners, they were all
taken.” The logo received a Gold Addy at the Pikes Peak Advertising
Federation competition.
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Creative
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