As the Olympic arm and national governing body of the sport, USA Track and Field (USATF)’s current branding didn’t match their prestige, and in trying to exhibit their organization to the ‘everyday runner,’ USATF had to re-figure their marketing presence.

By performing an internal audit of all USATF departments and learning about each of the audiences USATF served, we took USA Track and Field into “USATF” – a stronger, more dynamic brand that related to both the everyday runner and the elite athlete. By creating on online resource system, each USATF department can access the web portal and a series of template put in place to maintain the brand. The system and rebrand helped create a unified vision internally and externally for the sport.