JEREMY LIN
Rebranding a sports icon for multi-national growth
AUDIENCE RESEARCH | BRAND STRATEGY | PRODUCT STRATEGY
Project Highlights
-
CONDUCTED 20+ INTERVIEWS
From fans to managers, teammates to brand endorsement partners, we sought to understand opportunities for Jeremy Lin’s future brand.
-
MAPPED THE PRODUCT ECOSYSTEM
Created a comprehensive brand architecture and product map outlining JLin’s variety of organizations and initiatives.
-
CREATED A NEW VISUAL IDENTITY SYSTEM
Evolved the JLin brand to modernize and extend the visual identity, creating new opportunities for brand partnerships.
Identifying Jeremy’s target audiences & special sauce
We started by conducting comprehensive research with relevant stakeholders – fans, teammates, coaches, family, friends, brand partners, philanthropic beneficiaries, and more – to uncover the brand’s primary audience groups, and what attracts them to JLin.
Organizing the JLin Ecosystem
Jeremy Lin’s brand contains a myriad of sub-products and initiatives spanning the US and China. Prior to redesigning the Master Brand, our team first created a system to organize, label, and communicate about the full ecosystem.
Amplifying the brand with a refreshed visual identity
With the core audiences top of mind, and a clear understanding of the full product ecosystem, our team created a new visual identity system that positions Jeremy Lin ahead of his peers – making way for new, powerful brand partnerships in the US and abroad.
