KITMAN LABS
Rebuilding the Kitman Labs brand started with a mission so bold it would become the external rally cry. A new set of values, a fresh tone of voice and an intrepid visual identity were all centered on the mission of unlocking the limits of human accomplishment.
CHarting the course
Within the world of sports data, there’s an arms race happening right now. And the difference between data providers is slim. By analyzing all corners of this increasingly crowded industry and interviewing numerous stakeholders and global sports organizations, I uncovered Kitman Labs’ greatest differentiator and untapped opportunity.
While the rest of the category was battling over the number of data points they could acquire, the clear opportunity for Kitman was to focus on outcomes over outputs and show what could be accomplished with the data. And with a team comprised of practitioners, coaches, trainers and athletes, Kitman emerged as the only provider that is uniquely suited to take data further.
OUTCOMES OVER OUTPUTS
This outcome-obsessed ethos of the strategy shines through every one of Kitman's internal and external communication touchpoints. I developed a full brand strategy guide including mission, vision, values, tone of voice and messaging hierarchy that set the foundation for a revised visual identity, website and full suite of marketing assets, including a brand film.
We rebuilt the brand from the ground up, giving Kitman a new leading position in the industry, as the only provider that offers a comprehensive solution to unlocking performance.
