Dew Action Sports Tour

Challenge
NBC’s Dew Action Sports Tour was a start-up property and didn’t have any type of branding or visual identity in place. After a highly competitive agency review, the Dew Action Sports Tour chose Active Imagination to develop the look and feel for the entire property, including logos for the events, sports and the tour itself, as well as marketing collateral, on-site branding at the events and brand usage guidelines.


Solution
Active Imagination performed extensive market research at skate parks, surf shops, concerts and other venues that attract the Dew Action Sports Tour’s target market. Using the results of this research, Active Imagination designed the green and black Dew Action Sports Tour logo, as well as alternate logos and individual sports logos, and established guidelines for their use. After creating the Tour’s visual brand, Active Imagination developed logos and icons for each individual event that provided recognition and value to the event sponsors, while maintaining the integrity of the overall Dew Action Sports Tour brand.


Results
The Tour has an integrated look that makes any event or sports icon instantly recognizable as belonging to the Dew Action Sports Tour. Fan response to the brand has been positive, and event sponsors and promotional partners are also enthusiastic about the design. The tour will return for its fourth season in 2008.


“Active Imagination’s team is creative and meets tight deadlines, but more importantly, Active Imagination’s team understands that with three different sports, the Dew Action Sports Tour has diverse audiences that must be considered in any element of our creative needs. In other words, Active Imagination can think strategically.”
—Ethan Green, Senior Director of Marketing, Dew Action Sports Tour