Winter sports competitions: branded medals puzzle Ахметова Регина
Task
TIMERMAN organizes sports competitions in the Republic of Tatarstan each season of the year. We needed to renew the events branding, promo materials and social media designs. We started working prior to the winter season. One of the client's key tasks was to encourage sportsmen to participate in many events of the series, not just in one of them.
Ideas and solutions
Medals are one of the biggest motivations for sportsmen. We enacted new meanings on different packs of medals to encourage participants to take part in many races. First of all, 2020 season medals could’ve been compiled to a jigsaw puzzle. Each of them also represented the overcoming of all four elements: water, earth, fire, and air. The conception laid in giving each sport a specific element which can be tamed and conquered. Sportsmen become stronger and resilient when conquering all four. Running — earth, skiing — water, triathlon — fire, cycling — air. Every element was reflected in the medals designs with specific branded features. Participating in all of the competitions one collected a puzzle of medals and conquered the elements. We succeeded in increasing loyalty rates by making sportsmen participate in every event so that they could get all of the medals. This particular project represents the water element medals. They are, referring to usual Russian winters, presented as ice. The idea was reflected in the event’s social media and branding as well. A medal with rough edges looked like a piece of cracked ice that can be collected together with other pieces on a Magnet Cup. It’s an additional motivation to participate in all of the winter season competitions as the Cup was only awarded to those who collected all the medals.
