Meet USA ArcheryFounded in 1879, USA Archery has grown to be the National Governing Body for the sport of archery. Their mission is to provide the necessary resources to foster strong athlete participation, competition and training in the sport of archery.Throughout the years, USA Archery has sent tons of talented archers to the Olympics where they’ve won 15+ Olympic medals. In addition, USA Archery has hosted hundreds of annual tournaments across the U.S. and sent other archers to multiple international championships. As they looked towards the future, USA Archery realized that it was time to create a new brand identity that reflected the organization’s rich history and would make their organization capitalize on the bright future ahead.
Our Approach to RebrandingAmanda Hogen, the Art Director for Real FiG Advertising + Marketing, reflected on her contributions to the rebranding project. "Working with USA Archery on their new logo was an absolute pleasure. From the start of this project, it was clear they were determined to bring the USA Archery brand into the future, and we were excited to get them there. Through our process, we were able to develop and deliver a sleek, modern logo package the team loves."
1) Brand AuditTo begin our design process, we conducted a comprehensive brand audit. This was a detailed assessment of the brand's current performance and position in the market. Our brand audit process involves analyzing the brand's strengths, weaknesses, opportunities, and threats, as well as its target audience and competitors.In addition, we took the time to review the brand's messaging, visual identity, marketing strategies, and customer perception. The purpose of this brand audit was to identify areas for improvement and develop a roadmap for enhancing the brand's reputation, increasing brand awareness, and ultimately driving business growth. It has been a critical tool for us to identify gaps in a brand's performance and develop a plan to address those gaps.To properly audit the organization, we conducted a membership survey, analyses on their marketing pieces and current branding, and internal interviews with key stakeholders.
2) Brand DevelopmentAfter conducting a thorough audit of the brand, our team at the Denver marketing agency was excited to revamp USA Archery's brand. We utilized the information gathered to create a new logo that represents the organization's long-standing values while also incorporating a fresh perspective. Through careful consideration, our branding specialists crafted a new visual logo family and brand messaging to accompany it.We found it essential to involve stakeholders, including employees, customers, and partners, during the design process to gather feedback and ensure that the rebranding aligned with their expectations and vision.FiG used a highly collaborative process in order to foster mutual success during the design process.
3) Brand and Style Guide
The last step our agency took in the design process was to create a brand guide that would ensure proper use of the new brand across all mediums by all representatives.This cohesive brand guide not only resonated with USA Archery, but also helped the organization understand how to best be consistent with their branding, messaging, and more down the line. This guide included a wide array of information including details on brand assets like fonts, color palette, logo usage, product position, brand promise, target audience, language, elevator pitch, and more.