It’s Shari here. I’m a Canadian (I say ‘owt and abowt’).  Hi. When first starting CREED, I was hired by the visionary CEO of the Canadian Olympic Association, a woman on a mission.  She said, “I want to brand Canada’s Olympic team under one big umbrella, independent of traditional sponsorship while operating within the guidelines of the International Olympic Committee parameters.” She asked us to imagine, articulate, and show her what that could look like.  I said, “Sure!”

Working for your country’s Olympic teams is an honor.  And when it comes to identifying equities and assets, seriously, it’s a no-brainer. Right? But there was a time when Olympic sport branding was limited to athletes, their achievements, and individual sponsorship from third parties.  Corporate donors gave to the COA and those funds were used to support the teams.  That changed. The Canadian Olympic Association realized that they, themselves, had branding opportunities that could live within the IOC rules, and would be a means to raise additional funds for their athletic communities.

We did an audit of what was, what was allowed, and made a series of recommendations, including broadcast commercials, corporate sponsored ambassadorship programs for athletes, and strategic partnerships.  The latter, in one instance, was a runaway success Olympics after Olympics. Behold!

-brand audit.
-International Olympic Committee Guideline review.
-ambassadorship program ideation and recommendations.
-verbal expression.
-visual identity.
-strategic alliance recommendations.
-agency search.
-broadcast concepts.