FloSports
Fragmented fandom to unified identity. Building a dynamic brand that empowers fans and ignites communities.
Overview
FloSports is a network of 25 underserved sports with passionate communities. When I joined, the brand was over a decade old, had no clear strategy, no clear ownership. The result was a fragmented house of brands and growing negative sentiment among subscribers.
Solving this became my mission
The entire organization rallied behind the effort, and I’m incredibly proud of what we achieved. This high-profile work brought together cross-functional teams, executive leadership, and over 30 internal and external collaborators along the way.
Framing the Opportunity
Vision
After a few years of strategic alliance building, I secured executive and board-level support with funding to kick off the engagement. We were inspired to build a brand that gives fans a sense of place with the cultural appeal of a lifestyle brand.
To help define the brand platform, we teamed up with Troika as a strategic partner. To kick things off, I developed three design principles to guide us throughout the process.
Emboldened
We fight for underserved sports, athletes, and fans.
Aspirational
We challenge assumptions and desire a lifestyle appeal.
Dynamic
We need an identity system that is flexible and scales.
Design Direction
A brand that feels alive
The design direction was inspired by the idea of being front row at an event, where fans can feed off of the energy and authenticity of our sports.
We needed the brand to feel alive, so the designers from both teams pushed the boundaries of a modern sports brand. The result is a fresh identity that is authentic, progressive, edgy, and infused with a ton of energy.
