WHAT would happen
if you crowd-sourced a new sport?
KAYABI: DODGEBALL EVOLVED
In 2014 NY Kayak Company looked to name and develop a soup-to-nuts brand for a new sport combining kayaking and dodgeball.
The Catch? They were a month and a half away from the start of the kayaking season.
Turning our biggest challenge into our greatest strength, we decided to leverage the power of the collective and made branding into a team sport.
And the crowd-sourced brand was born.
PROJECT EXECUTION: Brand Development, Brand Identity, Digital
HOW WE DID IT
1. First me and the team alpha tested the sport (as much as we could)
2. Then I designed an event to crowd-source the name and brand personality from the carefully selected participants.
Knowing damn well that this could backfire I leveraged my experience in:
• design-thinking facilitation
• innovation hacking
• caffeine drinking
In doing so we were able to capture the true spirit of the game,
name and develop a full brand identity, website, + handbook and swag in time for the upcoming season.