InnerCity Weightlifting

Integrated (2015)

InnerCity Weightlifting is a non-profit organization that transforms lives through personal training. Students comprise of mostly urban youth who have gotten into trouble and are looking for a positive change. Here, they have a place they can call home and the opportunity to start a career path by becoming student trainers and forming a clientele.

The problem: ICW’s first location does not have enough clients to sustain it’s efforts. Names and locations cannot be disclosed to the public, making it difficult to publicly spread word about the organization.

The solution

1.) Emphasizing the program’s personal training services by creating an identity for clients

2.) Create an ambassador program enabling ICW ‘s most dedicated members to actively spread word about ICW and it’s personal training program, via social media and word of mouth.

My role lied in coming up with a name for this identity, which after much deliberation ended up being:

ICW_PISLOGO

I also came up with the copy for deliverables in the brand ambassador packet, which included:

micro-card (leading to micro-site)

ICW Microbrand ambassador letter

ICW_Ambassador letter

 social media guideICW_SocialmediaTalking Points Card

ICW_Talking points card

PosterICW Poster 1

And last but not least, I wrote client packages and gathered testimonial:

Art Direction: Noah Baker & Hadley Allen