RDQLUS Gets the opportunity to create an iconic sports identity for WBO Lightweight Champion of the World.
Excited, proud, ecstatic… all of these words pale in comparison to the actual feeling felt when Terence "Bud" Crawford became a boxing world champion. Why would I feel that way? Because Crawford is from my hometown (Omaha NE), and—moreover—from the large, inner-city "borough" where I grew up; we affectionately call it "North O." So, with that picture painted, multiply that 1000x as upon the Champ's return from his title bout, he & his team contacted me to have a meeting about the potential of creating a logo for "Team Crawford." Accepting that task was a no-brainer, but it wouldn't be RDQLUS unless I expanded everyone's view and asked them to think more broadly. A logo is just the initial promise. What drives it is the story.
In the sports marketing realm, many of the logos you see representing star athletes on the products they endorse—and the marketing used to sell those products—typically belong to the largest (title) sponsor, because it is designed by someone on their team or inside their corporate camp. Artwork and product designed on their dime & time stays with them. So the athlete has been affectively severed from their own brand and their own story, although the surface presentation fools the public. That was my first suggestion and solution to this equation; lets help Crawford own his brand before the marketing suitors come calling. Puts him ahead of the game and sitting in a very comfy seat at the proverbial table.
There is so much more to come from such a client, but we threw a jab that will stagger the competition. Read about the actual design of the Terence "Bud" Crawford identity system.