When they reached out to nine10, the Academy was in a major period of transition. Moving rapidly toward independence, the Academy needed a new brand identity in a firm time frame.
Offering its students leadership and character mentorship via sport & academics, the Academy aims to prepare students for future success in all areas of their lives. Coaches provide character, academic, and goal-based accountability via frequent contact between teachers, students, and parents, and above all provide a positive and involved daily role model in students’ lives.
At the time, the program offered hockey, dance and soccer specializations, but future plans included the addition of other programs, such as golf, swimming, orchestra, musical theatre, and figure skating. The brand would have to be scalable and adaptable as the programs developed.
Logo Design & Brand Foundation
nine10 developed a new iconic logo for the Academy, sub-logos for individual sports, as well as the basics of a brand identity to help the program maintain consistency as it continues to grow. Knowing that the logo would be a central pillar of school and program pride, nine10 explored numerous conceptual approaches to develop something that would reflect the Academy’s focus on academic, athletic and personal excellence.
nine10 managing partner Richard Podsada and creative director Chris Beauchamp worked closely to brainstorm the perfect symbol. Once the idea was born, Richard took the work to completion and the Academy’s iconic logo was born.
The icon, a triangular shape, represents a mountain and the associations that come with that: strength, timelessness, perseverance, challenge and achievement. The upright triangle is also represents the “A” in Academy, aiding retention.
The shape itself is built of three claws representing Sport, Academics and Community: The foundations of what the organization is built on. As a pair of claws, they represent ferocity, speed, power, agility, and make subtle reference to the school’s sports team.
The icon can also be seen as the pages of a book flipping open, representing knowledge, study, academics and learning: an integral part of The Academy’s overall mission.
The icon can be viewed as a sail, representing the aspirational aspects of the brand: dreams, opportunity, freedom, vision, and courage to go forward into the unknown.
With a solid brand concept in place, nine10 helped the Academy turn to its next most pressing need: an awesome new website in time for the new school year. Working closely with the Academy senior staff, nine10 built a responsive content platform to highlight the Academy’s numerous success stories and diverse program offerings. With animated slideshows and responsive image galleries, the new site provides parents and prospective students with an attractive overview of what the Academy is all about.
We’re searching for a new Soccer Academy Coach and have had many positive comments about our website from a few of the candidates (from around the world and across Canada.) The team at nine10 did an amazing job making the Academy website look unique and attractive to these possible candidates.