Case Study No. 6

Entering his second year with Tech, Head Coach Paul Johnson was ready to charge Full Steam Ahead into the 2009 season. Like a runaway locomotive, the Yellow Jackets were set to overrun their opponents with speed and power. Now, they just needed marketing materials that could illustrate their strength and determination. Having worked with Summit for many years, Georgia Tech again trusted us to tackle this important assignment.

In order to successfully communicate the steam engine theme, we needed to build realistic, believable artwork. We used riveted sheet metal to create a custom GT logo and piece together letters to form the headline. Finally, we blended all of the metal elements with natural-looking steam and train tracks to achieve an authentic, visual representation of the slogan.

 

Once the theme artwork was complete, we designed the

schedule posterSchedule Poster by adding action photos, more steam and the schedule with opponent logos. Next, we designed the schedule cardSchedule Card featuring a different combination of athletes but with an overall look similar to the poster.

 

After we finished the marketing pieces, we moved onto the publications. First, we completed the outside covers for the media guideMedia Guide Covers and then created individual covers for each game programGame Program Covers. Lastly, we developed a 20-page fan guideFan Guide for season ticket holders.

 

This campaign worked on every level. Strong visual imagery and a slogan that worked perfectly as a football metaphor was exactly what Georgia Tech was looking for.

 

Creative Services:

• Theme Development
• Schedule Poster
• Schedule Card
• Media Guide Covers
• Game Program Covers
• Fan Guide
• Advertising

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