What's done is dumb...
What's done is dumb...
The national governing body for track and field in the US became a client in 2012 hoping to improve their national brand recognition and public perception. As a result, I have seen USATF through 3 strategic brand evolutions, 2 Olympic Games promotions, 4 World Championships and everything in between. Today they are a lifestyle brand that not only promotes the ideals of the American athlete but has a sleek, edgy look that brings the world's oldest sport into the modern age.