Contender

Contender is a Toronto-based PR firm that specializes in turning stories into headlines for top names in the sports and media. Our goal was to take their existing DIY logo and redesign it into a brand that reflected their high-level results and connected with the kind of brands they want to work with.

We started with the brand strategy to define the brand’s identity; who they are, who they’re for, and who they aren’t. We analyzed their audience, competition, defined their values, tone and voice, and explored potential creative directions. Once we were clear on how the brand needed to come to life visually, we moved on to redesigning the original logo.

Redesigning the new logomark, our goal was to craft something minimal and timeless, while speaking directly to the sports and media industries Contender specializes in. We created a clean, impactful logomark that versatile across both sports and entertainment audiences, using the interlocking C’s to simultaneously mimic a focal point of a camera and the centre point of a sports field.

For the new brand identity, we combined timeless typography with clean layouts to seamlessly convey Contender’s authority and expertise. Pairing a high-contrast palette with strong messaging, the result is a brand that feels authentic to the level of service and speaks directly to their target audience. With our brand guidelines documents and quick-reference sheet, Akasha has everything she needs to show up consistently, stand out to and connect with her audience, and build long term trust.