The Challenge:
PlayMaker is a project that had been conceptualized in 2019 and came to us with an extensive 200+ page business plan detailing every step needed to launch and make an impact. However, articulating its overall message in a way that made sense was a challenge, and external expertise was needed to bring its brand image to life.
With a mission to engage multiple sectors of society—not just a younger demographic—PlayMaker aimed to represent a space that was both safe and courageous. As a social advocacy platform, it sheds light on sensitive topics while making a bold statement. The challenge was to ensure the brand’s identity, messaging, and visual presence reflected this vision.
Our Solution:
PlayMaker opted for the full experience by engaging in my signature branding service. We began with an intensive brand workshop, a 3-hour+ virtual mastermind session where we uncovered the core strategy needed to connect its mission with its audience.
Through this deep dive, we discovered that its audience targeting was uniquely broad, offering solutions for all sectors of society. This presented a challenge: how to craft a brand identity and messaging framework that appealed to such a diverse audience while maintaining clarity and impact.
Our approach focused on defining PlayMaker’s core identity rather than catering to multiple audience segments. By honing in on what the brand itself stood for, we created a powerful foundation that resonated across all demographics.
We refined its messaging so it could be explained in one sentence instead of 30 minutes. We positioned the brand as diplomatically bold—balancing sensitivity with confidence—to reflect its mission of addressing delicate societal issues. Beyond the brand’s identity, we also worked on ensuring the message could be delivered with conviction.
The real test? Delivering a keynote speech. The brand was presented before an audience with clarity and passion, speaking about the change it was designed to create. From there, PlayMaker secured partners, gained recognition, and sparked impactful conversations.
PlayMaker was no longer just a project—it became a brand. A movement. A legacy. And that’s exactly what we’re here to help changemakers achieve.