branding and development for the biggest

sports spectacle in the world

introducing usa track & field


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usatf-line
usatf-line


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usatf-logo-casestudy
usatf-logo-casestudy


Overview

Since 2011, Matchbook Creative has partnered with USA Track & Field (USATF) to provide a full spectrum of marketing and outreach services managed locally in Indianapolis, but executed for a global audience. More than representing the athletes of the world’s number one track & field team, USA Track & Field is the national governing body of the sport, allowing for a vast audience of runners, field participants, coaches, youth athletes and supporters across the nation.



Summary

Prior to our involvement with USATF, the brand lacked a consistent identity and failed to address the multiple audience segments it intends to reach. While Matchbook had developed off-site activation pieces to support the existing brand, when USATF ultimately had to address their branding needs they turned to Matchbook to manage the project, conduct research, develop a new, overarching identity and create all supporting pieces for the brand.

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usatf-oldbrand
usatf-oldbrand


Solution

Through a year-long branding effort, Matchbook was able to understand each audience and through an internal audit, we addressed the growing needs of each department and identified the proper tools and messaging for each department’s unique constituents.

An in-depth brand guidelines was developed accessible to all USATF staff and a secure, online portal was created and customized specifically to house the guidelines; brand tools such as fonts and swatches; downloadable logos, templates for eblasts, email signatures, business cards; and additional resources to ensure the proper implementation of the brand. The portal allows for individual access, providing a unique portal for each login – including all USATF staff, 57 regional associations, and designated brand managers.

Our partnership with USATF has extended past this branding effort; working with them daily on needed collateral and in special projects, such as the interior design and on-site production management of their national office space.




USATF Reaches a

membership base of

over 120,000 individuals