Lead Designer
Victor Sports & Whiteley Medical Supplies.
Re-Branding, Packaging, Print, EDMs, Photography/Videography
The merger of Victor Sports & Whiteley Medical, necessitated a re-branding and a new marketing campaign. I successfully improved brand recognition and streamlined user experience of their products and services across their wide range of audiences. This was realized through the modernisation of their retail and wholesale websites, packaging and branding, in conjunction with a modern marketing campaign that included EDMs, mailers, and radio/television advertisements.
Victor was branded to platform their partnership with Australia’s most well-known sports clubs - from local clubs and the “Weekend Warriors”, to medical professionals and Nationally recognised league teams and athletes. The new identity was branded to be distinct and direct, which successfully identified Victor as the supplier of choice across various fields.
40% Increase on victor product sales since the launch the new branding, Packaging and marketing campaigns from 2021.
Analysis of 2022 sales revealed the new EDM strategy brought in an additional $200,000 revenue
“FROM”
“TO”
“RESULTS”
Victor Sports Logo
Victor Sports was established in the early 1990s and therefore required a new and modern logo to reflect the changing face of Victor and its clientele. I successfully updated the logo of the brand assets for digital and Television use.
The original typography and colour palette were antiquated and outmoded. In order to modernize the Victor Sports brand, I upgraded the typography to bold Sans Press, and modernised the colour palette so as the logo would be noticeable and effective on various media sources. The choice of “Victor Indigo Blue” and “Victor Team Red” enhances the energy of the brand, whilst adding a fresh and contemporary attitude.
*November 2022 Logo Update:
IDM Sports & Maxiplast companies merged with Victor Sports. “School” was added to the logo to represent the newly acquired school sports market.
“Bold, clear, & stands out.
The design can be clearly seen on a sports jersey from a variety of distances, while maintaining legibility.”
Usages
The Victor Sports logo is designed with set of rules to ensure accurate representation and legibility.
The “Victor Indigo Blue” logo must have a white exclusion zone around it that is equal to the height of “i”. Alternatively, if a contrast ratio of 3:1 cannot be maintained, the white logo must be used on a dark background.
Logo Clear Space/exclusion zone is equal to the height of i.
Minimum size:
Width - 40mm or 300px
Colour Palette
Victor’s previous colour palette was dated by its fluorescent tones. I created a more refined stylish look within the re-brand. Clean and minimalist, using bold primary colours in order to project a particular image in all applications, from the locker room to the field. The new colour palette was successfully used across PRO and TEAM branding campaigns
Category Colour Palette
Differing colour palettes were designed for the Victor product category, this included “Victor Pink”, “Victor Patient Pack”, and “Victor Hypoallergenic”. These new colour palettes were used for campaigns that were in conjunction with the National Breast Cancer Foundation, and products designed for individual patients, and hypoallergenic applications.
Whiteley Medical Supplies Logo
Whitley Medical Supplies is the parent company of Victor Sports and its various sub-brands. Whiteley’s logos and branding were designed for internal use and wholesale only.
Whitley Medical Supplies has been supplying hospitals and health professionals for over thirty years. Consequently, the merger with Victor Sports destined Whiteley Medical Supplies to require a fresh and modern design and branding overhaul. However, research indicated that a similar style and format was required, to avoid alienating their
long-standing customer base.
A minimal and clean approach was undertaken for the new Whiteley brand. The logo and typography were reduced to be on a white background, with a modernized colour palette created to reflect the renewed minimalist direction. A few highlight colours were added in order to become synonymous with the brand.
WMedical connects people & professionals to access products through strong yet simple brand awareness.
“Minimal, clean geometry that recreates the pre-existing logo while maintaining brand recognition with long-standing customers”
Usages
The Whiteley Medical Supplies logo must have a white exclusion zone around it that is equal to the height of “W”. Alternatively, if a contrast ratio of 3:1 cannot be maintained, the white logo must be used on a dark background.
Exclusion Zone/ Clear Zone is equal to W.
Minimum size: Width 40mm or 150px
Colour Palette
WMedical uses an analogous colour palette to create consistency in images and texts, where the focus
remains on the content.
Packaging
Under the Whiteley company, a new range of packaging and branding was required for their product lines; Victor PRO & TEAM, allcare, and 66fit.
Each product line consisted of over 40 different products, representing a mass
re-branding campaign with multiple variants for each products’ SKU. Each product line required a new modernized look that matched the contemporary standard of fitness of the modern athlete.
I utilised the new and bold Victor colour scheme. Each product line was unmistakeably branded to fit within their own range resulting in uniqueness whilst maintaining a connection to Victor.
A strong rugged corrugated box was needed with a matt soft touch finish. Colours and design are bold and robust to survive the gym/training sessions.
“Victor, keeping you where you would rather be!”
66fit Essence range of eco-friendly cork, biodegradable products.
The challenge was to find materials that could be used for an eco-friendly product range, previously these products were created from plastic. As the 66fit Essence range was designed to target the young fitness market, who are socially and environmentally aware consumers, the use of enviro-friendly and sustainable biodegradable products was a necessity.
I sourced a manufacturer that was able to create products from cork to the exact specifications that 66fit Essence range required. I was able to effectively and profitably create an eco-friendly, sustainable and biodegradable line of products that were not only ecologically responsible but also contemporary in their design.
Website
In accordance with the new marketing strategy and re-branding of Victor and Whiteley, I designed and constructed a new website to not only improve user experience and create connectivity between the products but to ensure the target markets were being reached.
Their website which used the outdated Java script was updated to shopify. A contemporary website was established, which still permitted a connection to their stock system (ABM) for back-end usability.
E-commerce was established to guide the company in the use and understanding of new tools.
“Creating a simpler way to shop, at your one stop shop. ”
TV & Digital
An essential component of the new marketing strategy was the development of marketing material for TV and digital use. Digital banners and marketing material were devised for Australia’s national sporting teams, for use on sideline TVs, jumbotrons, radio and TV advertisements.
The concept and design of the marketing material successfully reflected the Australian sport culture, with hero imagery and classic Australian idioms.
“TRAIN, PLAY, ENGAGE”
Publications
Mailers & Publications were created for Victor Sports, Whiteley Medical Supplies, IDM Sports as collateral marketing material. The content was designed for medical professionals, and required an eye-catching layout, with accessible language.
“Marketing & products brochure sent to schools and professional sport clubs throughout Australia.”
EDMS
Victor Sports & IDM Sports EDMs
As part of the new marketing campaign I was instrumental in the creation of EDMs. These are sent out weekly containing new products, products of the week, and weekly specials. Similar to the publications, the EDMs were designed for medical professionals, and required an attention-grabbing layout. This generated an increase in customer movement to the Victor website which resulted in increased sales.
The Victor Mailchimp account had been neglected for many years, and had little functionality. I redesigned the account using bold designs from the Victor colour palette paired with the striking EDM layout encouraged interaction and this enabled a click through to the Victor website. Consequently, the Victor EDM consumer went from less than 1000 with an open rate of <1%, to a consumer base of over 5000 with an open rate of 31%. Additionally, the click through to purchase rate increased by 300% when compared to previous analysis.
“Analysis of 2022 sales revealed the new EDM strategy brought in an additional $200,000 revenue”
