Situation

Every two years, the National Senior Games Association hosts its national competition. In 2009, the Bay Area Sports Organizing Committee produced the Summer National Senior Games, hosting some 15,000 athletes from around the country.

Challenge

Events were held at a variety of facilities on the Stanford University campus and at venues throughout the Bay Area. A graphic identity for the Games must effectively brand a disparate array of games media within a limited budget. Further, site branding at venues around the Bay Area must be easily produced, constructed and removed within a mere 14 days.

Solution

Leader Creative developed the logo for the event, as well as a Look of the Games tool kit of colors, typefaces and secondary graphics that were implemented across a wide array of print and electronic media. Leader Creative also created a family of 40 sport pictograms and a festive array of posters, decorative banners, kiosks and portable structures that temporarily personalized the Stanford campus to the Senior Games. The office also developed the Games theme line that certainly resonates with any athlete over the age of 50: “Long Live the Challenge.”