MOM EN T UM BRAND EXPERIENCE BOOK
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CONTENTS Company Brand Overview Voice Training Programs Athlete Spotilght Logos Fonts Colors Letterhead Application Welcome Kit Photographic Style Storefronts & Floorplans Uniforms & Signage Indoor Facilities Website App Print Campaign Momentum Village Snapchat Takeover
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03 04 06 08 10 14 18 20 24 26 28 30 34 36 38 42 44 50 52 54
ACCELERATE YOUR GAME Momentum is a serious environment for serious athletes. It’s synonymous with athletic productivity and constant improvement. When customers come here they know it’s time to work, and that’s what we give them. The facilities should be seen as a catalyst for self-improvement involving sports.
It’s crucial to follow the guidelines in this book to maintain our voice and focused atmosphere. Each piece of material associated with it should be direct, intense, but not overly intimidating. We’re well-organized and systematic. Everything we do should follow suit.
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BRAND STORY
Momentum was founded in 2015 by Eddie Stack, the current CEO of Dick’s sporting goods and son of the founder, Dick Stack. Eddie’s son, Eddie Jr., gave his dad the idea to start a training facility when he came home for Christmas in 2013. Eddie Jr. plays baseball at Davidson College in North Carolina. When he came home to Pennsylvania for Christmas break, he realized he was spending too much time sitting around and eating, and not enough time maintaining his swing and game-fitness. He told his dad that he wished there was a place he could pop in and train for a few sessions to stay sharp and maybe even improve. His dad thought the idea related perfectly to Dick’s Sporting Goods, and Eddie Sr. started a new undertaking. In 2015, Eddie opened the first Momentum facility near the headquarters in Pennsylvania—right outside of Philadelphia. After a slow-ish start, the word started to spread. High school teams wanted to get an advantage over their competition, so they started training there in the offseason that summer. After a successful start, they plan on unveiling five more locations across the country, right outside of big-city markets.
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MISSION
We push serious athletes to exceed their sports-related goals through professional instruction in cutting-edge facilities with flexible schedules.
TAGLINE Accelerate Your Game.
PROMISE
“To empower serious athletes by unlocking untapped potential inside of each one.”
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VOICE We sound like that one tough coach who always brought out the best in you. He knew your strengths and weaknesses and was determined to unlock new levels of your physical ability. He’s not there to make you work but rather to channel your desire to improve. We’re professional and knowledgeable. We look to inspire year-round discipline and serve as a motivational force. You need to stay focused, and we’re here to push you past your goals.
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OUR TRAINING PROGRAMS
Momentum helps athletes through a wide range of sports and skills including: • Baseball (Pitching, Batting, Fielding) • Golf • Football (Quarterback Camp, Footwork, Game IQ) • Lacrosse (Shooting, Goalie Camp) • Soccer (Footwork, Shooting/Goalie Training) • Conditioning (Core training, Cardio Blast, Speed School)
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ATHLETE SPOTLIGHT
Hey, my name is Justin. I am a freshman at a Cobb County High School, and I’ve been playing baseball for as long as I can remember. I just recently made a starting spot on the JV team at my high school. I’ve also played on a summer league travel team for the last three years. My dad loves baseball too, and he’s the reason I started playing at such a young age. He’s always encouraged me to be the best player I can be and makes sure I get the training to excel, especially during the off season. He comes to all my local games, and some of the away games if he can make it there after work. He’s said the Braves are his second favorite team after mine. I want to impress the coaches this season so I can move up to Varsity by sophomore year. Ideally, I’d like to continue playing baseball in college and maybe even get a scholarship for it. The recruiting process in high school is incredibly competitive, and I need to keep my foot on the gas if I want to get noticed by scouts.
My dad owns a successful plumbing company, and my mom teaches pre-school. My little sister is 11 and she does ballet after school. Our house is in a cul de sac with similar houses. We’ve got a big front yard and an extra bedroom for when my grandparents come to visit.
When I’m not busy in school or playing baseball, I like to relax with a little Call of Duty. A bunch of my friends really like playing, whether we’re in the same room or playing online. Most of the music I listen to is country music or pop music—whatever’s on the radio. I like going to a few big country concerts each summer with friends from school. Since we’re too young to drive, our parents usually chauffeur us to and from the show.
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VISUAL GUIDELINES
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LOGOS
The logo reflects a dynamic, angular varsity letter that represents the sharp movements involved in sports.
PRIMARY LOGO Our primary logo is used when standing alone. It’s featured in official and prominent places like letterheads and storefronts. It can appear in either lime green or navy blue, and it should always be on a solid background.
M O M E N TU M
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MOME N TU M
OTHER PRIMARY LOGO USAGES
MO M ENT UM
MOMENT UM
M O M E NT UM
M O M E NT UM
SECONDARY LOGOS
Our alternative logo, the sole “M”, can appear in lime green, dark green, navy and gray, or black and white.
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LOGO USAGE
Follow the Logo Usage specifications exactly. Do not do the following:
MO M EN T UM Never distort proportions or make the symbol and text two different colors.
Never stretch the logo in either direction.
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Never rotate the symbol.
Never use a nonMomentum Color.
MOM E N T UM Never use the type without the symbol.
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TYPEFACES
Text is often the primary way we interact with clients and potential clients. What these words look like is just as important as what they mean.
LOGO
Only use this for the main logo. The points represent the drive our trainers and clients live by and they compliment the sharp angles in the logo. It’s sleek and streamlined but bold, much like the facility itself.
LONDON TWO
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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HEADLINES
Use this font for headlines, signage, or any type of subhead or title. It’s sturdy like the iron and steel we push around to make ourselves stronger, but the perpendicular lines resemble early digital interfaces, hinting at the technological side of our process.
PRIME REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
BODY COPY
This font is easy to read and scales down well. Its straight, san serif lines pair with Prime and London Two. Use it anywhere there’s a lot of type like body copy or captions.
DIN - LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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PRIMARY COLOR PALETTE
NA VY
R: 14 G: 19 B: 34 C: 85 M: 77 Y: 56 K: 74 HEX #: 0e1322
M
R: 93 G: 96 B: 96 C: 70 M: 60 Y: 60 K: 13 HEX #: 5c6060
R: 56 G: 118 B: 57 C: 80 M: 31 Y: 100 K: 19 HEX #: 377539
EN OM M
M
OM
TU
EN
M
TU
DA
M
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EN GR E
RK
GR
EY
M
OM
EN
OM
TU
EN
M
TU
LI
M
M
E
GR
EE
N
R: 169 G: 207 B: 56 C: 39 M: 0 Y: 99 K: 0 HEX #: a9cf38
COLOR PALETTE
We want the Momentum color palette to be used in a similar manner to how sports teams uses their colors. Any branding associated with Momentum should be instantly recognizable as so. Our palette is sleek and distinguishable. The navy and grey bring tones of reliability and seriousness to the palette. Dark green is reflective of the fields, and the pop of lime green adds energy and dynamism. The secondary palette is utilized for an added sense of energy by injecting our sleeker colors with a sharp, bright contrast. These will seek to inspire and encourage.
RA
NG
EN OM
R: 244 G: 146 B: 29 C: 0 M: 50 Y: 100 K: 1 HEX #: f3911d
M
M
OM
EN
TU
TU
M
M
OR
CO
A
LL YE TU M EN OM M
R: 255 G: 213 B: 76 C: 0 M: 51 Y: 80 K: 0 HEX #: ffd54c
L
E
OW
SECONDARY COLOR PALETTE
R: 277 G: 120 B: 60 C: 8 M: 64 Y: 86 K: 0 HEX #: e3783c
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MARKETING COLLATERAL
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LETTERHEAD SUITE
Here’s an outline of what Momentum might send to potential customers or use for official notices.
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RECEIPT BROCHURE By using some leverage at Dick’s Sporting Goods, these brochures are placed in customers’ shopping bags. They serve to spark interest from a dedicated customer base.
TUM
MOMEN
TUM
MOMEN
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IVATTrEaining.com/members ACTom entum
.M e app. card at www to sign into th Activate your t information un co ac ur Use yo
MOMENTUM
MOMENTU M 385 ROCK HILL RD PHILADELP HIA, PA 19 10
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RICK DAV IDSON 402 Woo land Hills Ct. Ridgeland , MS 3911 0
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RKS HOW IT WthO app is your e Momentum
ired with rship card pa ve to offer. Your membe ything we ha er ev gateway to on the app. ng sessions hedule traini sc d an ew Vi • in. e card to sign ion swipe th for your sess e riv ar u yo • When your profile. uploaded to tivity will be ac e u’ve improved bl yo ra w su e ho • Every mea e app and se th on s tic is stat Track these over time. to sign out. e card again ning, swipe th ai tr ne do re • When you’ the functions of post-workout ul in ef us es et of hl ty at a varie entum • There are to other Mom advice, and you compare ceive nutrition re r, app. See how ne ai tr your ge sa es m , your area much more.
OURS STORE :H . 5 a.m. - 9 p.m
ay Monday-Frid - 9 p.m. nday: 9 a.m. Saturday & Su be a wait. t there may a welcome bu ll guarantee wi p Walk-ins are ap e th rkouts on e. tim Scheduling wo g prompt startin
WELCOME KIT This kit welcomes members to our community and lays down a little groundwork. The most important piece here is the membership card, which will be key to the Momentum experience.
y to dy on your wa . You’re alrea d of the game one step ahea ing be . on be ns possibly can Congratulatio d the best athlete you ity. You’ve joine becoming the t wing commun our rapidly gro game. Now tha ir to the you e rat me lco e. To help nd: to accele the first to we tly as you’d lik me goal in mi sa en I’d like to be qu the fre ve r as ha you who ilities ies and ’ll use our fac ranks of others pect the facilit er, we hope you k that you res you’re a memb thly at Momentum, we as oo sm run s thing viously times. d guest to pre appointment ch member an us test out taking ea ssing a rigoro ab pa up by ed ise mp ert are pu trated exp Our trainers ey’ve demons Th . els lev ill unlocked sk r discipline. their particula have you respective to re excited to couldn’t be mo mentum, we Mo . ne at ryo top eve the of to lf On beha taking you k forward to with us. We loo y, rel Since
Dear Rick,
Eddie Stack,
CEO
P CAR D
MEMBERSHI
M OM
MOMENTUM
EN T UM
.COM
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K HIL L
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PHIL
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1 9 10
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PHOTOGRAPHIC STYLE Momentum is place for serious athletes and serious improvement. The photography style should reflect that. The images should consist of athletes in intense training sessions or focusing on the game. Lighting should be either dim and inside (similar to the facilities) or outside at night with stadium-style lights. This lighting style is conducive with a monochromatic color palette. There should be no motion blur, and the subjects shouldn’t be overly jovial. These pictures should not look like a screen grab from a professional sporting broadcast.
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OUR FACILITIES
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FRONT OF BUILDING
TRAINING GARAGES
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Golf Bay 3
Golf Bay 1
Golf Area
Speed Conditioning Area
HALLWAY
Golf Bay 2
Multi Purpose Field (Soccer, Lacrosse, Football, Conditioning)
HALLWAY
Strength and Conditioning Area
Baseball Storage Baseball Area
Front Desk Men’s Restroom Front Entrance / Lobby
Field Storage
Office/ Breakroom
Women’s Restroom
Baseball Pitching Mound 1
Baseball Pitching Mound 2
Baseball Batting Cage 1
Baseball Batting Cage 2
FLOOR PLANS Floor plans vary depending on limitations of the space, but the idea is to keep facilities versatile and easy to navigate.
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UNIFORMS
Our trainers and employees should look professional and active. They may occasionally need to demonstrate exercises so their clothing can’t hold them back.
MALE TRAINER
MALE STAFF
FEMALE TRAINER
FEMALE STAFF HATS
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STOREFRONTS AND SIGNAGE Along with the minimal decorations, everything in the facility has utility. Never put excessive signage in the windows, they should be uncluttered and clean.
Flags hang from the rafters to label each section of the facility. Use Prime for the main type and DIN Light if any extra information is needed.
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INDOOR FACILITY
Every Momentum facility should be a serious, productive environment. They need to look professional and sleek. Signage in and around Momentum is always helpful and to-the-point, never distracting or desperate. Navigating the facilities is made easy by our hanging pennants. These places are well-kept and clean, but are minimalistic in nature.
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DIGITAL
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DESKTOP SITE
The website pushes visitors to sign up for membership, and current members can access training statistics with their login information.
HOME
RESERVATIONS
TRAINERS
SIGN IN
TRAINERS
SIGN IN
Open all year, professional trainers, serious athletes wanted Momentum is a place for sculpting athletic excellence. No matter your sport, we’re here to make your game better.
MOMENTUM | ACCELERATE THE GAME
HOME
Jerry O’Connell
RESERVATIONS
Jerry got a degree in Exercise and Sports Science from UNC Chapel Hill in 2009. After graduating, he worked as an assistant trainer for the Elon University football team for two years and then became the program’s head conditioning coordinator. Momentum sought Jerry for his expertise in fitness, football, and nutrition. Since his start at Momentum, he’s fostered a positive, yet serious environment for athletes, heavily influenced by his collegiate training experience. Come meet Jerry in person at our Philadelphia location to get started.
SEE OTHER TRAINERS >
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HOME
Momentum
TRAINERS
Player Dashboard
Picture Player Name
RESERVATIONS
My Team
75.4
32.1
Average Pitch Speed
SIGN IN
1.
Louie Visto
1.
Louie Visto
1.
Louie Visto
Average Sprint Speed
Pitcher
Dashboard Performance Standings Messages
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11/22
Coaches Work
100 warm up pitches 200 pull ups 200 crunches 50 curves 40 fastballs 30 splits
Player Notes:
11/22 Coaches Work
Coaches Work
100 warm up pitches 200 pull ups 200 crunches 50 curves 40 fastballs 30 splits
Sport Baseball Soccer Softball Golf Conditioning Activity Pitching Batting Golf Swinging Kicking Goalkeeping Strength Conditioning Core Conditioning Reserved Training Reserved Practice Open
November 22
Player Notes:
9:00 a.m.
10:00 a.m.
Coaches Work
100 warm up pitches 200 pull ups 200 crunches 50 curves 40 fastballs 30 splits
100 warm up pitches 200 pull ups 200 crunches 50 curves 40 fastballs 30 splits
Player Notes:
Player Notes:
HOME
Filters Training Practice
11/22
RESERVATIONS
12:00 p.m.
11:00 a.m.
TRAINERS
1:00 p.m.
SIGN IN
2:00 p.m.
Golf Simulator 1 Golf Simulator 2 Golf Simulator 3 Batting Cage 1 Batting Cage 2 Batting Cage 3 Pitching Mound 1 Pitching Mound 2 Pitching Mound 3 Strength Gym Turf Field
HOME
RESERVATIONS
Zip Code or State
TRAINERS
SIGN IN
Distance
Facility #23 3874 Rock Hill rd Somewhere,Pa 30123
2.3 mi
Facility #23 3874 Rock Hill rd Somewhere,Pa 30123
2.3 mi
SEE OTHER TRAINERS >
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73% Loading...
Member # Password Sign In Sign Up
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MOBILE APP The app is simple and easy to use. From the main menu, users can navigate to their account, view Momentum locations, schedule training sessions, see their performance, and how they rank among their peers.
Locations
Daniel Norris Pitcher
Schedule/Workouts
Zip Code or State
Distance
Performance Facility #23
Standings Messages
3874 Rock Hill rd Somewhere,Pa 30123
2.3 mi
Facility #23 3874 Rock Hill rd Somewhere,Pa 30123
2.3 mi
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Performance
Standings
Messages
Performance
Standings
Messages
Standings My Team 75.4
32.1
Average Pitch Speed
Average Sprint Speed
32.1
Average Sprint Speed
75.4
Average Pitch Speed
Users can keep up with their athletic progress as every measurable workout they complete is recorded here.
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Pitching
1.
Average Sprint Speed
32.1
1.
Average Pitch Speed
42.1
1.
Average Curve Speed
52.1
1.
Average Split Speed
75.4
Because all Momentum members track their progress, each athlete can compare themselves to others in the area as well as professional athletes.
Schedule November
Schedule
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November
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Baseball/Softball
Baseball/Softball Soccer/Field Golf Strength/Conditioning
Batting Cage 1
9 a.m.
Batting Cage 1
10 a.m.
Batting Cage 3
1 p.m.
NEXT CONFIRM
To schedule a training session, members first choose the day and sport.
Once a day and sport are selected, the user picks an available time slot for their training session.
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LAUNCH CAMPAIGN
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PRINT CAMPAIGN
This print campaign would be featured in sports magazines like Sports Illustrated, ESPN The Magazine, along with more specific magazines like Golf Digest or Inside Lacrosse. The tagline “Offset the Offseason” exemplifies Momentum’s personality, and it urges athletes into action.
WHILE EVERYONE ELSE
IS SHAKING OFF RUST, YOU’LL BE POLISHING
YOUR GAME.
OFFSET THE OFF SEASON
M O M ENTUM
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YOUR OPPONENT
THIS IS THE PITCHER’S
WORKING ON HIS TAN.
OF THE SEASON BUT IT’S YOUR
SPENT HIS SUMMER
HOW DID YOU OFFSET THE OFF SEASON
500TH SWING THIS WEEK. OFFSET THE OFF SEASON
M OM E N TU M MOMENTUM
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MOMENTUM VILLAGE These miniature, pop-up facilities would be used before and after major sporting events. Outside of the stadiums, they would provide people with a source of entertainment through competition. Each station would include a game reflective of the sporting event they’re at. For example, a Momentum Village outside of an MLB game might include a speed pitching mini-game. Information tents would be nearby, and parent/ child combos would hopefully show interest together.
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SNAPCHAT Momentum owns the “MPH” Snapchat filter for two months before launch. We prompt athletes to motivate their friends through healthy competition. A competitor takes a picture during a sprint, golf swing, or baseball swing. They then apply the filter to see how fast their sprint or swing was. The filter also features a Momentum logo and changes the colors to match Momentum’s photography style. The competitor sends it to a friend who then tries to beat their speed. After sending the Snap, Momentum sends the sender a 10 second video which reads, “Stay ahead of your friends by training at Momentum. Screenshot this message for a free first session.”
STAY AHEAD OF YOUR FRIENDS BY TRAINING AT
MOMENTUM.
SCREENSHOT THIS
MESSAGE FOR A
FREE FIRST SESSION.
MOMENTUM.C OM
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