Devoted Grand Rapids community members and soccer players hosted the city’s first Grand Rapids Champions League in the summer of 2015. The neighborhoods of Grand Rapids played against each other throughout the season for the league title, with the intent of creating community between the citizens of GR.
The Champs League faces many challenges in the coming years, mainly from time and budget, so a brand was created to help remedy these issues. The “Good game. Good day.” tag and branding grew with the intent to capture the casual spirit of the pickup game and communicate the fun. Each element of the brand was crafted with minimal budget and production time in mind. The focus was also put on ensuring the campaign reflected the diversity of the league and languages of the players.
Through the branding process, Well identified all materials that the various teams were using and worked to bring together cohesion in the brand. Further, we developed a voice, a style, and using a handwritten font, a crafted alphabet that each team could use to write their own messages using this new brand. Assets developed included the grchampsleague.org website, flyers, posters, social media collateral, patches, and other game assets.