Case Study

National Family

Established national governing body brand standards.


Denver, CO

A multi-sport organization, the Amateur Athletic Union is dedicated exclusively to the promotion and development of amateur sports and physical fitness programs.

August 1, 2016
Branding, Digital Marketing, Web Design, UX, Photog, Video


Project Summary

I had the opportunity to work with the Amateur Athletic Union when I was brought onboard as the lead creative to drive their re-design marketing campaign and a newly formed longterm partnership between AAU and Stack Sports. I strategized how to re-establish the brand identity by developing guidelines to streamline the family suite of logo designs and simplify by embracing their roots. We developed brand guidelines and style guides for the entire family hierarchy of national governing body, districts, states, sports and other affiliates in the logo network. The challenge was a great opportunity to re-market and leverage the well known brand to cohesively tie together the family of affiliated organizations from the national level down to the grassroots communities. It was a wonderful opportunity to lead creative and develop and launch a high-impact marketing campaign to strategically scale their national brand.


During the entire project I collaborated with numerous stakeholders from AAU executive leadership, project managers, the in-house marketing director and department and various other project roles. During the duration of the project I facilitated client communication and project management including with the development team and our internal executive leadership. I spearheaded all creative aspects of the project and provided the design direction for the overall campaign.


We successfully launched the new marketing campaign and newly re-aligned brand with fresh identity guidelines to re-establish a professionally designed national website and 32+ related child websites within the network. Simultaneously we enhanced membership registration user experience and interface design and cemented a longterm partnership between AAU and Stack Sports.


This initial project and relationship with Amateur Athletic Union ultimately solidified the partnership and longterm ROI for both companies. The newly designed national website and revived national brand aided in their new marketing campaign efforts and growing the organization and the partnership for years to come.