© 2019 by Seonah Jeon. All Rights Reserved.

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Project 07

Sports Authority

Objective

Rebrand a dead brand by researching the brand history and strategy. Design and develop a unique branding system through brand strategy book and website.

Approach

New Sports Authority inspires and motivates sedentary people by using strong brand soul and statement. Branding is based on keyword motivation. Diagonal lines and three vivid colors, which are dark navy, cyan, and magenta, deliver active mood. I created the brand Sports Authority as a personal fitness coach through workout tracker app, smartwatch, and website.

Brand Strategy Book