Special Olympics Rebranding

PHASE 1

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01 PHASE 1

SPECIAL OLYMPICS

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BRIEF

The Special Olympics is the world's largest sports organization for children and adults with intellectual disabilities, providing year-round training and competitions to 5 million athletes and UniďŹ ed Sports partners in 172 countries.

Give local chapter of Special Olympics a brand identity for all stakeholders.

STAKEHOLDERS

02 INTRODUCTION

SPECIAL OLYMPICS

Atheletes, Volunteers, Donors & Supporters.

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OATH

To provide year-round sports training and athletic competition in a variety of Olympic-type sports for children and adults with intellectual disabilities. Give them continuing opportunities to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community.

“Let me win, but if I can't win, let me be brave in the attempt.”

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VALUES

03 BRAND ANALYSIS

MISSION

Revealing the champion in all of us.

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BRAND VALUES THE CHAMPIONS

IN ALL OF US

NURTURING, CARING

PROGRESSIVE, AMBITIOUS

GENEROUS, COMMUNITY

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03 BRAND ANALYSIS

REVEALING

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BRAND VALUES

Caring Progressive Ambitious Generous

03 BRAND ANALYSIS

Nurturing

Community

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BRAND VALUES REVEALING

Caring Progressive

THE CHAMPIONS

Ambitious Generous

03 BRAND ANALYSIS

Nurturing

IN ALL OF US

Community

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BRAND PERSONALITIES

Nurturing

Inspirational

REVEALING

Caring

Joyful

Progressive

Inclusive

THE CHAMPIONS

Ambitious Generous Community

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Determined IN ALL OF US

Courageous

03 BRAND ANALYSIS

BRAND VALUES

Authentic

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IN CONCLUSION

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03 BRAND ANALYSIS

How do I express these values and personalities in a manner that resonates with the Singaporean community and Special Olympics’ stakeholders?

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WEAKNESS

- active on social media - frequent event postings/scheduling - e-newsletter (consistent since 2015) - consistent updates on official site

- cluttered event schedule - overload of information - too many programmes to keep up with

OPPORTUNITY

THREAT

- 59% of 50 people don’t know how to interact with people with disability - undiscovered stories of people with disability - a chance to educate people

- external researches ruin SO’s reputation - society’s view on special needs population - judgemental as they don’t understand

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04 SWOT ANALYSIS

STRENGTH

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S.O USA

S.O ADELAIDE

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05 COMPETITOR ANALYSIS

S.O DUBAI

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TRANSFORM WITH THE POWER OF SPORTS DIM2368 STUDIO PROJECT

MAIN INSPIRATION Singapore’s National Butterfly Common Rose

06 TRANSFORM WITH THE POWER OF SPORTS

CONCEPT

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BRAND PERSONALITY

Special Olympics is an inspirational place for all. Our family believes in the power of transformation that sports can bring, which helps individuals realise their capabilities and ambitions. This drives them to be the best version of themselves.

Inspirational Metamorphosis Enduring Hopeful Lively

BRAND TONE

BRAND STYLE

Uplifting, Encouraging, Patient

Organic, Flowy, Modern, Vibrant

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06 TRANSFORM WITH THE POWER OF SPORTS

BRAND STORY

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06 TRANSFORM WITH THE POWER OF SPORTS

MOODBOARD

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07 FINAL CONCEPT

SPECIAL OLYMPICS

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DELIVERABLES 07 FINAL CONCEPT

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DELIVERABLES 07 FINAL CONCEPT

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PHASE 1

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08 GOODBYE

THANK YOU.

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