Project Goal
For my senior capstone project at Cedarville University, I had the goal of utilizing design to help solve a problem of my interest. Since I have played soccer all of my life, I knew I had to do something related and directed my research towards the game of soccer and the high costs of youth soccer in the United States.
I set to create an organization that works to help lower the cost of youth soccer across the United States. This organization would seek funds through donations and offer partnership opportunities with clubs across the country. We would then distribute these funds to our locations in various states which would then diversify them where there is need.
Soccer is the world's most popular sport with over 3.5 billion fans across the globe. Because the game of soccer is so loved throughout the world, it has been famously nicknames, "The Beautiful Game". For this organization, I wanted to build off of that nickname which led to the final name, "Beautiful Game for All".
Logo: First Draft
Initially, I wanted my logo to be high contrast using a black and white color palette with a strong visual presence, relating to the advocating aspect of the brand.
Although an interesting concept, this didn't really seem to work for what I was going for as it had a lot going on and seemed to lack purpose.
Logo: Second Draft
For the second draft of the logo, I decided to be more intentional with the overall shape of the logo and incorporate a specific color palette that would ultimately connect with the goal of the organization.
I found that the type, color, and overall shape fit what I was going for with the final logo. The shield-like shape resembled advocacy and boldness, the colors were in tune with the United States flag, and the type had an athletic feel to it. However, I wasn't too fond of the illustration within the upper half of the logo. I feel like it wasn't working and ultimately didn't have much of a purpose.
Final Logo:
For the final logo, I kept the aspects that worked well from the last draft and focused solely on the upper rectangular portion of the logo. I wanted to be more intentional with the purpose of it so I included three main symbols that represent different aspects of the organization. The first being the soccer ball, representing the sport that is being advocated for. The second being the 4 red stripes which represent the wide variety of people we advocate for reflecting the phrase "four corners of the earth" indicating we have a far reach. And finally, the star represents unity in our love for the game.
Following the creation of the visual identity of the organization, I was then set to create a website mockup where our potential donors/partners could interact with the organization. This website design was created in Figma:
The next step was to create print marketing materials that would be used to encourage potential donors to support the organization.
Self Mailers
I decided to create two roll-fold self-mailers that would be sent out for different purpose. One would be sent out to those who have already donated, thanking them for their support and the other would be sent out to targeted youth soccer clubs around the nation requesting a partnership opportunity.
Thank You Mailer
Partnership Mailer
Stickers
As included as a gift inside the mailers, stickers were created as a form of consumer-generated advertising.
Posters
I created a series of posters that would be posted all across the nation at soccer tournaments, sports complexes, etc. in an attempt to bring awareness about the organization and what we do.
Informational Booklet
The creation of an informational booklet would provide easy to access and distributable information for those curious about the organization. These booklets would be found at our office locations, passed out at our events, and essentially be a giveaway piece any time there would be an opportunity to do so.
Products
The sale of our own custom products would give people something to purchase as a form of donating. This would encourage people to support the organization as they would get something in return for their money.
Soccer Socks
T-Shirt
Patch
Soccer Jersey
Soccer Ball
Initial Research
The next step was mapping out the secondary research:
Along with my secondary research, I conducted primary research through a survey:
