I wrote up the rough draft for our project brief

Client Overview

Our client is Train Up First or better known as TUF. TUF develops life skills curriculum to help students build character from the INSIDE OUT by equipping them with gratitude that creates positive change, dedication to reach new levels, and good habits that define their values.

TUF is a content company that started around a kitchen table 7 years ago with 5 struggling student-athletes that were failing academically and unable to meet the requirements to accept the athletic scholarships that Division 1 Universities had offered to them. TUF lessons build constructive social behaviors, along with kindness and empathy while reducing depression and stress among students. TUF’s already impacted thousands of students across the U.S.

They seek to aid in the betterment of student athletes across the country. Currently using print booklets, TUF is looking to switch to a completely digital platform. With their digital courses, students can learn from anywhere, anytime, and from ANY device. The courses include a library of HD testimonial videos delivered by professional athletes and role models, a variety of activities, gamification, and open- ended questions to keep students both visually and instructionally engaged.

The primarily team members that we are working with are Kelly McCurley, Andria Rogers, Mark Dominik. Kelly is the Director of Curriculum, Andria is the Founder & President, and Mark is the CEO. These members work as a team, but Andria is the main authority in the company. We are planning on both in person meetings and email communications with all of these team members.

Brand Overview

Our clients brand is modern and young. They are trying to make life skills seem cool and appealing to the young athletes. Their main audience is 11-19 year athletes.

When young athletes see tuff the clients wants them to think, this is a fun way to better myself.  This brand wants to be a program that coaches and other athletic companies get behind. Ultimately they would like coaches to make this a mandatory part of training across the country. We want this services to appear as fun and appealing to a young demographic. This sound be a program student athletes want to and enjoy being in.

Project Goals

Our Client is looking to create more of a digital presence on both social and with their product. We will be able to create images to make that transition to the digital realm by creating images that will be used in their product as well as social posts. The goals is to help this company have a strong visual brand on all fronts. This could be difficult to make sure we meet all their needs but we will make sure to prioritize what they need and then deliver in a timely fashion. We will measure our success by the sucessfulness of our visuals to help their brand reach a larger audience.  

Project Deliverables

• Style Guide sheet
• Refined logo
• New business card options
• Info graphics to go along with lessons ( 5 lessons )
• Icon for mobile screen
• Refined sports cards for head shots
• Apparel & collateral designs
• Expo/Trade Show Display
• Any other necessary designs
• Social media posts - create accounts - create a couple templates for social posts - any special occasions posts.

Project Schedule

The deliverable will be delivered in stages in order of importance.

First stage - have first round of ideas by oct 11th

• Style Guide sheet - use to create over all design for all deliverables- have done by oct 7th
• Refined logo

• New business card options
• Info graphics to go along with lessons ( 5 lessons )
• Icon for mobile screen
• Refined sports cards for head shots

Second Stage - have first round of ideas by oct 17th (second stage in later critiques)

• Social media posts - create accounts - create a couple templates for social posts - any special occasions posts.
• Apparel & collateral designs ( need by november for exhibition )
• Expo/Trade Show Display
• Expo/Trade Show Display ( need by november for exhibition with time for printing)

Project Budget

The only this that would have to be covered would be the printed expo material, this would have to be a consideration of the client.

Design Direction

We will start with a spec sheet, that will include, images that we may what to use a color scheme, and a font. From their we will use that sheet to create our deliverables so they are all consistent with the brand. The brand will be classic and therefore easly transfer to all the medias of our deliverables

We will research other companies in the furthering education realm that appeal to the age demographic. We will also look into sports marketing as that is what our demographic is watching and interested in. We will also use test groups of this demographic and ask questions would this appeal to you if you saw it on your news feed or online, to make sure we are on target as far as getting the correct message across.

We want the demographic to think that this is a cool thing it's not more school work but something they want to do for themselves.

Using quotes from sports figures that the people we want to reach would help strengthen our designs. We also want to show not tell we want to show kids who have used this program and it has positively affected their live and they enjoyed taking part.

We need to have a young feel to everything we do as the demographic is student athletes. They don't want anything to seem old or uncool about their brand. They also don't want it to become associated with homework or a punishment given out by schools.   

If we use words and images that really relate to the younger demographic and use things that are humorous, humor is something that thi demographic really responses to.