Louisville Skating Academy
All the works done for redesigning collateral for graphics, marketing materials, and merchandising for brand unity.
Louisville Skating Academy
1-2 months
Varied
Graphic Designer
CONTEXT
A community of hopeful figure skaters.
Louisville Skating Academy (LSA) is a non-profit figure skating organization that needed to redesign its marketing materials to reach more new and aspiring skaters. The primary goal was to condense the information provided to make it easily readable for newcomers to ice skating who want to join the organization and redesign the graphics to make their brand more presentable and recognizable.
PROBLEMS
Revamping the original
Louisville Skating Academy presented several opportunities for improvement for their organization:
Cumbersome Communication
Most of their in-depth knowledge comes from word-of-mouth from the coaches and knowledgable skaters. Because of this, the lack of presented content leaves newer skaters frustrated.
Too Much Information
LSA provides a lot of information for the skaters, but the layout and organization of the content leaves users overwhelmed and confused with the presented information.
Outdated Visuals
The graphics and visuals for the organization were outdated and hindered the ability for newer audiences to understand upcoming events.
Challenge
Enhance the skaters’ experience by designing an intuitive and condensed form of content to present for the skaters’ and guardians’ knowledge. And updating outdated visuals and graphics for better presentation of sub-sections of the organization.
Design Solutions
Platform Consistency
Minimize complexity by presenting information in a clear, concise, and easily digestible manner for all types of users.
Simplicity & Clarity
Condensing information and content to make it digestible for newcomers, reoccurring skaters, and guardians of the skaters alike.
Familarity & Unity
Creating a cohesive look for the organization will familiarize the brand with its sub-sections, adhering to its identity.
INTRODUCING
Synchro Team: Louisville River Stars
An update on the synchronized-skating team to display a more recognizable brand and graphic for their apparel. Creating a resemblance with the main logo, this establishes a unity of the brand.
Loujisville skating academy's logo
new logo for the synchronized team
synchronized team with their jacketsUnlocks more creative uses of the graphics, leading to flexible changes for advertisements and branding of the event.
INTRODUCING
Documents & Flyers
Revamping the flyers and documents for Louisville Skating Academy.
email newsletter template for lsa
used skate sale flyer for upcoming LSA competitions
Coolest Camp flyers for new skatersGROWING PAINS
LSA usually holds an end-of-year banquet to conclude the skating season. During this banquet, a slideshow showcases everyone’s community participation.
End-of-the-Season Banquets
example of the photos sent for the banquetParents, friends, and skating coaches send videos and images of their skaters to me to represent their journey and the accomplishments they’ve achieved. Most media that are sent are static images, which can limit the video editing process, especially if limited editing can be done so the audience can really see the skaters in the images.
Pinpointed issues.
Limited media type to display movement for the video presentation
Involve inclusivity in ages, skaters, and media presented in visual and audio format to engage all ages of audiences
Overwhelming response of media to stitch together in a short video to present all of the media sent
Challenge
Display the skaters’ media in an engaging manner while not obscuring or altering the images to fully present the media sent by the guardians and skating coaches.
With most of the static images, I tried the approach of slightly animating them while still being able to see the images as is. Balancing the static and animated media makes the videos easily watchable for audiences of all ages.
Patching things up.
Developed a closer-knit community and a 13% overall increase in audience seating for the banquet. Parents and skaters gave me nice reviews after the presentation, and a 37% increase in media was sent for the overall years for the banquet involvement and participation.
LOOKING AHEAD
Retrospective
MEASURING SUCCESS
This led to increased skater participation in and knowledge of events promoted for newcomers and regular skaters, as well as increased visibility for the organization and cohesion of their events and products displayed.
This led to increased skater participation in events and knowledge of events promoted for newcomers and regular skaters. While the projects were all different in content, it increased the organization’s visibility and the cohesion of its events and products displayed.
Projects takeaways.
Clarity— From my years as a coach and helping update their designs, I realized that parents love simple and easy over details. Quick access to information goes a long way for ease of transfer for new skaters to join the skating community.
Talking to People— Certain redesigns and revamps were considered when off-handedly chatting with people, friends, and coworkers about the content LSA displays for people to see. This helped me get a good grasp of finding problems, solutions, and how people liked to be fed with information.
