Creative Director

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OAA — Osborne Academy of Acrobatics

Brand Identity

OAA is Ontario’s (and Canada’s?) fastest-growing gymnastics club. I consulted on an evolved brand architecture and designed and crafted a reimagined brand identity.

Brand architecture

Honing the strategy

Analysis of customers, competitors, culture, and the company’s existing brand equity and proven tactics led to a comprehensive brand architecture—the catalyst for effective brand system planning.

Emblem

An evolved logo

The business explored a new expression, keeping the core concept intact given the established design’s distinction from competitors.

Colour

Unique & Expanded

OAA’s existing orange-and-blue palette was unique among the almost universally red-and-blue gyms in Ontario. We expanded the palette with more supporting colours.

Fonts

New typefaces and treatments communicate the energy and achievement promise, and play with the “Academy” designation.

A Guiding Metaphor

There is magic in defying gravity. And for those who can soar  with speed, power, grace, and beauty,  there is a sense of wonder, of awe.

OAA: In Flight

Inspiration

Imagery and iconography of pilots and planes offer great inspiration for a powerful and aspirational tone.

Tagline

Appealing to parents and potential athletes with OAA’s rare promise

Copy

In Flight

OAA copy can adopt flight terminology for a feeling that inspires and always looks to soar higher.

observation-decks-copy

Design Elements

These design elements broaden the design system with literal, metaphorical, and fun, humanizing tools

Trampoline & Aerial

Fabric

Warped

Grid

Symbols & Forms

Chevrons & Angles

Characters

Cartoon Cam

oaa-cartoon-cam-2

Photography: Members & The Gym

Energy, Form, Achievement, Fun

Photography: Hero Shots

Low-angled, back-glow shots for OAA staff and competitive athletes. (Smiling optional)

Photography: Sepia

Adding dynamic colour for more brand distinction

Brand Expression

Examples of the design system in effect: Stationary, Website & App, Gear, and more.

Stationary

Website & App

app-v2-quickmock-hand

Gear

oaa-shirt-man-and-woman

In-gym Signage

oaa-staff-office-door

fly-higher-today

Posters &
Print-outs

social-template-example-1

social-template-example-2

social-template-example-3

Demonstration Teams

New team names and emblems for the Trampolinists’ and Aerial athletes’ demonstration teams

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