Client:
Yoyonation Inc.

Product:
Branding

Medium:
Print, online, broadcast, environmental, wearables

Description:
More than 80 yoyo champs from around the world descended on South Street Seaport in New York City on August 7-8 to compete in the International Yoyo Open 2009, a.k.a. the Yoyo Olympics. Our branding assignment for the event included the design of everything from the graphic identity and website, to the stage design and signage, to media kits and press passes, to promotional collateral and broadcast graphics, to print and online advertising and social media campaigns, to T-shirts and of course yoyos.

The brand is contemporary and sophisticated—a departure from conventional yoyo imagery, which is often cartoon-like and childish. We designed the brand to achieve 2 goals: 1) to show the classic yoyo not only as playful and fun but also hip and relevant; and 2) to speak not only to a core audience of yoyo enthusiasts but also to those more generally interested in urban culture, underground and alternative trends, and cutting-edge media/technology.

The main identity is a graphic representation of the shifting, dizzying trajectory of yoyo, inspired by some of the most classic yoyo tricks. To keep the identity fresh, we used a family of interchangeable shapes and colors. Pop and bright colors brand the event as a fun, summer outdoor festival.