Title | GET MEDALS! |
Brand | JAPAN SPORTS ASSOCIATION |
Product / Service | JAPAN SPORTS ASSOCIATION OFFICIAL LICENSE |
Category | A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yoshinaka Ono | Dentsu Inc. | Art Director/Designer |
Hideya Kuramoto | Dentsu Tec Inc. | Designer |
My challenge was to convert paperwork into process like playing sports.
The objection was to enhance the brand value of trainer license. The Japan Sports Association is the biggest organization of sport trainers with 370,000 members in Japan, and their interests to get license have been reducing lately.
As first approach, I designed logo which trainer can be proud of being a member of Japan national team. As second approach, I designed 63 types of pictogram for each license and used them as license medals. Medals are printed on the lower right of a card and qualification of trainer is showed by type and number of medals. These medals appear on the communication site for sports trainers.
I made success of changing qualification acquisition into fascinating one. And the rate of qualification acquisition is increased after this challenge is started. These designed medals became the collective items for trainers and affected their motivation to get more licenses.