USA Field Hockey

This is Where We Play.

Field hockey is poised for exponential growth in the United States. As the national governing body, USA Field Hockey’s brand equity is inevitably tied to the perception of (and participation in) the sport. For this reason, we knew that a successful brand awareness campaign would need to elevate the game - inspiring prospective players and celebrating current members. The national field hockey community has a tight-knit, family atmosphere, so it was also important to emphasize this as a foundation for the momentum of the sport’s growth. The “Where We Play” campaign positions USA Field Hockey at the core of the sport’s growth and as a hub for the entire national field hockey family of athletes. We juxtaposed the glory of the USA Olympic team with the aspirational motivation of the average player to create a sense of inspiration and belonging. We created imagery that would feel epic and relatable to parents and prospective players, successfully increasing awareness and enriching perception.

Expertise

Brand Platform, Messaging, Design, Advertising, Photography, Video, Digital Marketing, Web Design, Development & Integration

Markets

Sports

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USAFH.001 Manifesto Video

Prioritizing the culture and camaraderie amongst players at all levels.

The video element of this campaign was our chance to place club-level players on the same stage as national athletes. This magnified a collective passion for the sport and elevated the role of the player, regardless of age, gender or skill-level. Most importantly, USA Field Hockey was positioned as an organization that prioritizes the culture and camaraderie amongst players at all levels. Mission scripted, shot and edited this "Where We Play" video content, which was deployed on social channels and corresponding microsite. It served as a bold rally cry for the entire brand campaign.

I

Brand Voice

Where hard work beats talent.

At the center of the USAFH brand voice is family. This family is tough but not aggressive, inspirational but not too warm and fuzzy, and authentic to the experience of hardworking players everywhere.

Messaging

Brand Architecture

Style Aesthetic

USAFH.002 Style Aesthetic
USAFH.003 The Many Faces of the Sport
USAFH.002 Style Aesthetic
USAFH.003 The Many Faces of the Sport
USAFH.004 User Personas

User Personas

Breaking down key demographics and examining inspirational candidates to feature throughout the campaign.

“ ”

The most efficient way to unite a community is to craft a motivating mass message that manages to maintain resonance with the individual.

Leo Cunningham  /  Correspondent of Cheesiness

USAFH.005 Messaging and Style Frame
USAFH.006 Messaging and Style Frame
USAFH.007 Messaging and Style Frame
USAFH.005 Messaging and Style Frame
USAFH.006 Messaging and Style Frame
USAFH.007 Messaging and Style Frame
II

Key Art

Aspiration. Momentum. Camaraderie. Family. Tough. Authentic.

Showcasing real players, in action, conveys the momentum and excitement of participating in the sport. Our treatment elevated club team players to the national stage while simultaneously highlighting moments of teamwork. This acknowledged that individual experience and supportive family atmosphere of field hockey culture are both important facets of participating in the sport.

Photo / Video Shoot

Photo Retouching

Key Art Production

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USAFH.010 Key Art
USAFH.008 Schedule Poster Series
USAFH.009 Schedule Poster Series
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USAFH.011 Photo Stills
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USAFH.013 Photo Stills
USAFH.011 Photo Stills
USAFH.012 Photo Stills
USAFH.013 Photo Stills
USAFH.014 Color Grading and Production
USAFH.015 Color Grading and Production
USAFH.014 Color Grading and Production
USAFH.015 Color Grading and Production

Showcase and celebrate national team athletes in an aspirational, yet relatable context.

The way we used athlete imagery allowed younger players to envision themselves as national heroes, and validated the position that experienced athletes hold as mentors for youth players.

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USAFH.017 Posters and Banners
USAFH.016 Print Spread Application
USAFH.017 Posters and Banners
USAFH.018 Vivamus sagittis lacus vel augue laoreet

Image Build

Bright lights. Big Stage. Our moment.

III

Web Development

Rallying players, coaches, parents and fans all in one place.

The Where We Play microsite was created within the framework of the Team USA website, and served as a tool to track the engagement of a very large target audience. This content effectively unites audience like players, coaches, parents, fans in one place and rallies each group around the same message. Social campaign strategy targeted youth and parents who showed a quantifiable interest in the sport. Our creative targeted prospective players by stirring a desire to join the excitement with compelling athlete imagery and motivational phrases.

Web Design

Video Integration

CSS Animations

USAFH.019 Campaign Splash Page
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1.7M+

Video Views

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25%

Over Session Goal

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2+

Page Visits Per Session

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Increased

Avg Session Duration

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USAFH.021 Responsive Breakdown
USAFH.020 Desktop Layout
USAFH.021 Responsive Breakdown
IV

Digital Push

Excitement Meets Engagement

Our campaign encouraged prospective players to see their opportunity to join the USAFH family, and to literally imagine themselves in the spotlight. Digital creative ignited excitement and reinforced the idea that this family works hard, together.

Digital Marketing

Social Applications

Digital Engagement

USAFH.022 Digital Ad Campaign
USAFH.023 Social Video
USAFH.024 Social Video
USAFH.023 Social Video
USAFH.024 Social Video
USAFH.025 Social Push

Getting the Word Out

Using social media to drive awareness and hype the new voice of the sport.

Maryland Zoo

Casey Cares