Complete Brand Overhaul
4FRONT
Project Overview
PCG SportsDesk rebranded to 4FRONT, 11 years after its founding, and needed a new identity that harmoniously & effectively illustrated the range of services offered. Services and legacy included consulting, digital media, innovation, ticketing, analytics, activation, and third-party property sales representation for the likes of Feld Entertainment, Hendrick Motorsports, and Minor League Baseball.
- Adobe Creative Cloud
- Figma
- WordPress
- Google Analytics
- Photography
- Color & Shape Theory
- Copywriting
- Association: 4FRONT > Legends GTS (2020)
- Client: In-House Design
- Role: Art Direction & Graphic Design
- Year: 2018 (Refresh 2020)
PROJECT DETAILS
THE PROJECT
PCG SportsDesk media rebranded to 4FRONT in 2018 and needed the final output of a complete brand overhaul to include a custom set of logos, icons, colors, templates & stationary, a new website (Refreshed in 2020), brand guides & branding strategy, social media, UI / UX, videos & more.
Creative Strategy
With an extremely abbreviated timeline, we set out to create an energetic, consistent, harmonious and easy to understand design language that could stand on its own as well as accommodate and integrate partner brand elements when necessary. Colors, shapes and layouts were utilized to define a sporty and efficient aesthetic while conveying ideas of harmony and honesty.
“From icons, colors and typography to layouts and implied motion through angles and rounded elements, our brand is designed to be interconnected, structured, calculated and strong, but also fun, inviting and full of energy and motion. Our visual brand represents who we actually are as individuals and as a team.”
– 4FRONT Brand Guide
Logos & Iconography
Ideas of movement are important in the visual brand and the 4FRONT logo is kinetic and represents breaking outside of limitations to be innovative and inventive.
The bold colors of the badge represent 4FRONT’s capabilities and personalities, working harmoniously towards progress. The flat, rounded, icons follow the design language of the logo and are used for context, category definers & touch-points. Designed using neutrals as a base with 4FRONT’s core colors for subject emphasis, these icons are used to identify categories, ideas & occasionally features within a service.
BRAND APPLICATION
UI & UX
Below is an example of the UI/UX style defined in 2018. For information on the extended UI/UX style defined more recently, click here.
BRAND PRESENCE
“We are professional, competitive & confident, gracious & never cocky. Authentic, honest & familiar but not sloppy. We are straightforward but not bossy, educated but not know-it-alls. Cheery & enthusiastic but not uncomfortably so. We just really like what we do – and feel confident that we can do it well.”
– 4FRONT Brand Guide
BRAND RESONANCE
4FRONT’s values are one of the larger driving forces behind the company and its brand. No partnership or collaboration is solely transactional.
Embedded in those company values are ideas of relatability, strength, awareness, emotion and honesty. Subtle visual and linguistic elements reflecting the values and ideas can be can be found in everything from the logos, icons and presentations, to the typography, videos and web presence.
Video: Emotionally Resonant Company Covid-19 Statement
project Feedback
“It’s been rewarding to watch the 4FRONT team grow their business. There are a lot of players in the sports marketing space, but few that can marry creative thinking with data, analytics, and digital media execution,”
-Michael Kassan, chairman and CEO of Media Link