PHASE 1
DIM2368 STUDIO PROJECT
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.
DIM2368 STUDIO PROJECT
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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.”
DIM2368 STUDIO PROJECT
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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DIM2368 STUDIO PROJECT
06 TRANSFORM WITH THE POWER OF SPORTS
MOODBOARD
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DIM2368 STUDIO PROJECT
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
DIM2368 STUDIO PROJECT
08 GOODBYE
THANK YOU.
SABRINA NOOR // 1705778G