Matching Items (2)
Description
The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to create a sports brand, as well as a brand's impact on a soccer club's location and community. We determined that visual identity is the dominant aspect of a sports brand that is designed, and we limited our work accordingly. We defined the visual brand identity as being made up of the color palette, team name, logo, typography, and uniforms of a prospective soccer club. In order to create a strong brand, we chose to develop four unique visual identities and gain feedback from an expert panel of trusted colleagues to select a preferred brand. Using panel responses allowed us to identify the brand that most excited and captivated existing Arizona sports fans, thus ensuring the selected brand would be successful when implemented. The creation of each brand identity was constrained by four assumptions. These limitations were inspired by research of the current Arizona sports landscape and Major League Soccer branding, and ensured that our four proposed visual identities successfully assimilated into Arizona and MLS. After presenting our brand proposals to our expert panel, we learned that the AZFC brand proposal had the most popular assets, yet the Arizona SC brand proposal was the most popular overall. From this we discovered that providing a connection between brand and location is critical in order to capture attention. We also learned that this connection must be applied across a unified brand identity, rather than being expressed through individual assets.
ContributorsCambron, Reece (Co-author) / Hyland, Chelsea (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / J. Denny Sanford School of Social and Family Dynamics (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
In order to graduate with honors from Barrett, the Honors College at Arizona State University, I have completed the following thesis under the direction of Dr. Craig Carter and Dr. John Eaton. The purpose of this thesis is to perform preliminary and proprietary research on the sustainability of components of the supply chain of local business within the greater Phoenix, Arizona area in order to determine practices that can lead to and even increase success in a competitive niche of already competitive industries, especially during times of supply chain stress. My hypothesis is that preliminary and proprietary research will both display that the consumer aspect of the supply chain of local business is the most essential, especially if other aspects of the supply chain experience distress. My preliminary research involved breaking down the title of this thesis into four parts: sustainability, supply chain, local business, and the Phoenix local business market and then performing internet research and interviews in order to form a solid understanding of such concepts. Then, I performed my proprietary research, which involved conducting a consumer survey and three interviews with local business owners. Though my hypothesis is not supported, I have learned a lot on the topic of this thesis itself, as well as on the thesis writing process.
ContributorsBrunacini, Maria Abigail (Author) / Carter, Craig (Thesis director) / Eaton, John (Committee member) / WPC Graduate Programs (Contributor) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05