In March of 2014 I left Ralph Lauren after 6 years to accept the Creative Manager role for the United States Olympic Committee. My first program in the role was to conceptualize and design the look of Team USA for the 2016 Summer Games in Rio De Janeiro. The branding covers a 2 year marketing calendar leading up to Rio. Examples are seen in Road to Rio and the Trials program.
This branding is utilized internally at the United States Olympic Committee which includes marketing, communications and sport. Additionally 38 sponsors and 88 NGB's take part in using. For those less versed; the United States Olympic Committee is a non-profit. The entire US movement is funded through sponsors and donations. An NGB is a National Governing Body. The Summer Games has 88 NGB's. Swimming, Diving, Gymnastics, Track & Field and Volleyball are a few examples.
Designed the look & feel of Team USA’s Road to Rio Program. Underwhich housed 7 Sponsor activations, digital campaigns, sweapstake give-aways, 9 national tour stops which included trailers, signage, and footprint design.
In 2015 the Road to Rio Tour launched. There are 5 key points to the mission of the tour.
1. Engage and excite fans for the 2016 Olympic Summer Games.
2. Introduce consumers to Olympic and Paralympic summer sports.
3. Provide quality entertainment for families (music & athlete performances)
4. Introduce the 2016 Olympic and Paralympic hopefuls to fans and re-introduce Olympic and Paralympic legends.
5. Spark consumer interest in the 2016 Olympic Summer Games broadcast on NBC.
This ultimately will lead to final tour stop event prior to the Summer Games. The Team USA 100 Days Out event. Team USA is taking over Times Square to bring the Olympic and Paralympic spirit to life in front of media and fans alike. A few highlights will include:
- Musical entertainment
- Athlete performances
- Athlete meet & greets
- Sponsor activation
- VIP Hospitality
- Digital Integrations
Based off the the Team USA-Rio design is the look of the U.S. Olympic Team Trials. Each trial event leading up to Rio I am tasked with overseeing consistency and use of branding as it relates to venue signage and digital marketing.
The design maintains a red, white and blue color palette while playing off the excitement of the exotic nature indicative of Rio De Janeiro. 88 NGB's will be using this branding in each of their trial events.
Boitano, an Olympic gold medallist at Calgary 1988, has in recent years pursued his passion for food, presenting his own television programme “What Would Brian Boitano Make?”
He also served on the US Presidential delegation at the Sochi 2014 Winter Olympics.
In the web series, presented by Kellogg’s, Boitano will aim to guide American athletes on how to make several dishes, with recipes available for fans to download and use at home.
“We are always exploring ways to create fun, new content for our fans, and Cooking with Team USA is an innovative way to get to know our athletes outside of competition,” said USOC chief marketing officer Lisa Baird.
“Additionally, this series showcases the advances the U.S. Olympic Committee is making in the nutrition space, including our state-of-the-art teaching kitchen, which facilitates training between our athletes and our sport dieticians.”
A 20-episode web series titled "Cooking with Team USA and Brian Boitano" has been launched by the United States Olympic Committee (USOC), featuring the former Olympic figure skating champion creating "was to make but delicious meals" with US athletes.
The opening two episodes of the series have already been launched and featured Sochi 2014 ice dance champions Meryl Davis and Charlie White learning how to make Kellogg’s Corn Flakes crusted French toast with cherry walnut rum syrup, while London 2012 rowing gold medallist Esther Lofgren baked chocolate chip cookies in episode two.
New episodes of the series will be launched every Wednesday until September 9, featuring Olympic gold medallists Allison Schmitt, David Boudia and Sue Bird, who triumphed in swimming, diving and basketball respectively at London 2012, while Carly Patterson, an Athens 2004 gymnastics champion will also take part.
Additionally several of the stars of the US Paralympic team will cook alongside Boitano, such as 12-time Paralympic swimming gold medallist Jessica Long, three time long jump silver medallist Lex Gillette and men’s 400m T43 silver medallist Blake Leeper.
“Combining Brian’s passion for food and sport, this series adds another creative element to our partnership with the USOC,” said Noel Geoffroy, senior vice-president of marketing at Kellogg’s.
“Fans learn more about these amazing athletes and see firsthand how Kellogg’s fuels athletes as they pursue their Olympic and Paralympic dreams.”
The line-up of athletes in the series also includes Marlen Esparza, the 2012 Olympic flyweight boxing bronze medallist, Alex Deibold, snowboardcross bronze medallist at Sochi 2014, Kara Patterson, the national javelin record holder.
Rio 2016 wrestling hopeful Jon Anderson and brother and sister duo Alex and Maia Shibutani, who competed in figure skating at Sochi 2014 complete the list of athletes due to feature.
The latest videos, recipes and outtakes from the series can be found by clicking here.
Designed the look & feel, and created brandguidelines for Team USA Awards. Integrated 6 Sponsor activations with Monthly voting, digial campaigns, and annual awards show broadcasted by NBCSN.
The Team USA Awards is a marquee USOC program that celebrates Team USA, athletic excellence throughout all stages of an athlete's career and gives nod to the team behind the team that supports Team USA: coaches, trainers, parents and fans across the country.
The Team USA Awards celebrates individuals and teams for their success on and off the field and supports future inspiration and performance.
- Expand banquet-style Award Ceremony integrating year-round community-level voting for awards such as Athlete of the Month or Youth Coach of the Month.
- The Award Ceremony will be live-streamed and/or televised.
- Live Awards Show hosted by top-teired talent (Natalie Morales) with increased awards to include awards such as Rio 2016 Athlete of the Games etc. with extensive online voting platform.
- To be held in Washington D.C.in the fall with full delegation of U.S. Olympic and Paralympic athletes in attendance.
- Andra Day to perform live.
The Team USA App Presented by Smucker’s provides fans with breaking news and inspiring stories of Team USA, anywhere, anytime. From summer to winter, all sports of the Olympic and Paralympic movements are covered with updated events and results information as well as features, photos and videos of your favorite U.S. athletes going for the gold. Follow the journeys of athletes on the road to the Rio 2016 Olympic and Paralympic Games, winter athletes reaching new heights on snow and ice, and relive inspiring moments with historic video of the greatest moments in Olympic and Paralympic history. The Team USA App presented by Smucker’s connects the true fan to their team in a simple but stunningly beautiful display of features, photos, videos and social media integration.
- Exclusive Team USA content not available anywhere else
- Customizable push notifications for fans to choose to follow their favorite athlete, team or event
- Breaking news when athletes qualify for the 2016 Rio Olympic and Paralympic Teams
- Customizable homepage view with registration
- The latest breaking news, features, photos and videos on Team USA
- Live streaming video of sport events and a rich VOD library of Team USA original productions
- Links to support Team USA through donation opportunities or by purchasing official Team USA apparel
And, during the Rio 2016 Olympic and Paralympic Games:
- Athletes: Extensive athlete bio information including video, photos, results and social media leading up to and during the Rio 2016 Olympic and Paralympic Games
- Results: Real-time updated Rio Results Tracker from all Team USA events at the Games
- Events: Day-by-Day event schedules and links to NBC Live Streaming broadcast of the events
The XX ANOC General Assembly will be held Oct. 29-30 in Washington, D.C. More than 1,000 representatives are expected to attend, including presidents and secretaries general of all 206 National Olympic Committees, the ANOC Executive Council, as well as representatives from International Federations and future Organizing Committees of the Olympic Games.
The meeting – which is the largest event for the Olympic Movement outside of the Olympic Games – will mark the first of its kind to be held in the United States since Atlanta hosted the event in 1994.
The XX ANOC General Assembly in Washington, D.C. was the largest in ANOC’s history attracting more than 1,200 delegates from 204 NOCs.
In addition to representatives from the world’s NOCs, the two-day meeting was attended by IOC President Thomas Bach and the IOC, representatives from International Federations (IFs), Organising Committees of the upcoming Olympic Games and representatives from the Olympic Stakeholder as WADA and CAS.
The General Assembly showcased the power of sport to unite the world and also highlighted the importance of all members of the Olympic Family working together for the benefit of the Olympic Movement. The General Assembly gave ANOC the opportunity to update the NOCs on their latest progress and ensure that they all had a voice in the future of the Association.
In 2015 I was tasked with giving the Team USA Shop a much deserved face-lift. The goal in the redesign was to bridge the gap between lifestyle and sport. Knowing the emphasis is easily placed on sport the challenge was to showcase all the other Team USA offerings. Examplescame in the form of fan gear, branded apparel from Nike & RL, branded accessories from Alex & Ani bracelets & Vermont Teddy.
Once the U/X design and marketing concept were approved the new slew of challenges surfaced. The success of this concept relied heavily on strong photography to make the product more exciting in market. A photoshoot was set up with Getty images and Team USA athletes. I was tasked again to create a concept of the shoot knowing the end purpose was to be used on Team USA Shop.
Nike was an obvious muse as an example of a brand that
The end result was exactly what I was after. Strong and engaging photography that I could combine with Team USA voiced messaging.
Hanging high above the streets of Colorado Springs is a billboard showcasing the connection between the city and the Olympic movement. As many know Colorado Springs is home of the United States Olympic Committee's headquarters, its main training center as well as many NGB's.
The 2016 Team USA Media Summit will take place March 6-9 at the Beverly Hilton Hotel in Los Angeles. More than 100 Team USA hopefuls for the 2016 Olympic and Paralympic Games will participate in the four-day event.
The Team USA Media Summit provides media with unprecedented interview opportunities and access to America's top Olympians, Paralympians and hopefuls from all sports, all in one place, leading into the Rio 2016 Olympic and Paralympic Games. Print, broadcast, digital and photo journalists are invited to conduct interviews and gather content during press conferences, roundtables, photo shoots, broadcast interviews, sport demonstrations and lifestyle segments.