I wanted to explore a direction that would be completely unique to the sports training industry while being easily identifiable to the Crawford Crossings community.
Cody and Danielle were the perfect clients in that they were 100% invested in our strategy calls and so, it was very easy to refer back to our conversations to follow the trails to our north star.
The one word that continually came up in our sessions was “home”. They wanted Crawford Crossings to feel like home to everyone who was open to being a part of their community and that became our north star to follow.
I went through many different concepts but the roadmap always remained the same, somehow I needed to incorporate the concept of home into their identity and little by little it was all coming together the way it should.
I focused on a baseball diamond and realized there was a story to be told from first, to second, to third base and home… and allowed that story to tell itself through the different sketch iterations I walked through. Each one continued to elaborate a little more from the previous until the idea became crystal clear.