Branding

As an offshoot of the Shaw Sports Turf organization, the PEAK Lab (Playability Environment and Athlete Kinetics) needed to have a strong visual connection to its parent. Like other multi-organization brands I've worked on, I used the core shapes and basic movement in the Shaw Sports Turf logo to inform the creation of the "P" icon at the core of this brand. This was immediately noticed by staff, and it helped establish strong buy-in immediately.

Large-scale Print Design

As a space that would be shown off and visited by many athletes, customers, and scientists, it was important to make the space feel well-considered, energetic, and like a strong representation of our connection to the sports the brand supports. The large wall at the back of the space was begging for a large mural or installation, so I set out to create something that would welcome the lab's visitors with an immediate wow factor. The high contrast designs laid out in a grid across the wall encourages visual exploration and inspires a sense of wonder about the activities in the lab. It also serves as a perfect video backdrop for the various testing and informational vidoes that are planned to be filmed there. Installation was a challenge at this scale, but utilizing internal Shaw resources allowed us to collaborate effectively and nail the install and look.

Video Production

A critical part of Shaw Sports Turf's existing brand is its strong foothold in science-backed product claims. The PEAK Lab, naturally, became an immediate vehicle for that brand promise, with its highly visual testing methodologies and equipment. Demonstrating the scientific principles that were used to develop the brands' products in the lab is anticipated to be a strong selling factor for high-profile clients, and it was for that same reason that an ongoing video series helmed by the lab's head biomechanist was planned. Acting as producer, I convened several internal resources to achieve these videos, and I assisted heavily in the creation of scripts and storyboards, lighting and staging considerations, and vocal coaching of the talent.