Case Study #2: OutLoud Sports
The Client
Formerly "Varsity Gay League," OutLoud Sports is the nation's original adult recreational sports league that serves the LGBTQIA+ community.
The Problem
As an organization built on inclusivity, the name "Varsity Gay League" only represented one community within the LGBTQIA+ community. OutLoud Sports is a growing organization with over 37,000 members nationwide and after 15 years, it was time to refresh their brand.
The Insight
We found that when it comes to Queer verbiage, there's a fine line with their name being inclusive & representative or on the other hand, intimidating. We were challenged with crafting a name and identity that represented both sports & the LGBTQIA+ community, without ostracizing those on the spectrum that are still in self-discovery. OutLoud Sports does just that: emulating the inner child, the ugly laugh, the primal scream: it’s the culmination of repressed joys and an acceptance of yourself.
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Case Study #1: Sol
The Client
Originally “Holy TV,” Sol is a video content platform that democratizes spirituality. Sol modernizes religion and spirituality by being anti-dogma and pro-human.
The Problem
As “HolyTV,” Sol had trouble connecting with the audience they wanted to reach: Gen Z. They were turned off by the word “holy” in the name -- instantly associating Sol with traditional religion instead of the open spiritual platform that they really are.
The Insight
We found that Gen Zs approach religion and spirituality with an openness unlike any other generation. Through research and testing, we turned “HolyTV” into “Sol” – an open community that fosters personal growth. Sol stands for “Soul of Life,” a calling to explore curiosities of the universe and embark on your own spiritual journey.
BRANDING
As an essential part of every brand, it’s easy to forget that branding spans beyond a cool retro, recyclable package design. Every touchpoint of a brand should reflect a brand’s mission and motivations. At NinetyEight, we build brands from the inside out – starting at the brand core and working our way to external touchpoints. With an emphasis on emulating brand value, we strategize and design brands that are cohesive and invigorating.
Formerly “Varsity Gay League,” OutLoud Sports is the nation’s original Queer+ recreational sports league.We rebranded Varsity Gay League to promote inclusivity and create a lasting brand members of the LGBTQIA+ and beyond can rally behind.
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