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Case Study
SportsPass
Launch
SportsPass
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Case Study
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SportsPass
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Hard Edge Media
Project —
SportsPass
Launch
Client —
SportsPass
What we did —
Brand Identity Development
Creative Concept Development
Graphic Design
Digital Design and Build
Client Background
A Melbourne-based start-up formed in 2014 and
launched to market in early 2015, SportsPass is a
sports membership program designed to create
a win-win relationship between sports clubs and
associations, their members and retailers.
SportsPass provides club members with rewards and
discounts to save them money in their sporting life
while also providing clubs and associations with a new
and often needed revenue source to help fund local
and grassroots club and player development.
Project Objective
Build SportsPass from a business model into a
strong brand that resonates with consumers, retailers
and sports clubs, and deliver a successful launch of
the program.
The Brief
Create a visual brand identity for SportsPass that
speaks to the benefits of the program, and roll this out
across all elements required for a successful launch
of the brand and program.
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Case Study
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SportsPass
The Process
As a start-up with a unique offering, Hard Edge
Media (HEM) met with SportsPass to gain a solid
understanding of the business and the program,
including its key benefits for consumers, retailers and
sports clubs.
The first task was to develop a strong visual brand
identity that represented the program benefits. As
SportsPass is a win-win for consumers, retailers and
sports clubs, it was decided to utilise a plus symbol to
reflect the value for all parties.
On completing the logo and brand guidelines, HEM
rolled out the identity across core items required for
any new business. We then produced a large amount
of marketing collateral for SportsPass to pitch the
program to some of Australia’s largest retailers
and most-loved sports clubs and associations, and
to successfully launch the program to the public.
Materials included membership cards for all sporting
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Hard Edge Media
clubs, 12-page introduction brochures, POS packs
for member clubs (A1 posters, decals, etc.) and the
SportsPass website.
Creative Challenges
As the SportsPass program is targeted across the
spectrum of sporting associations – from lawn bowls
and ice hockey to rugby league and darts – the brand
had to appeal to a very large audience, including both
commercial partners and consumers.
SportsPass membership cards for all sports clubs
were one of the biggest components HEM developed.
These needed to be co-branded with SportsPass and
the individual club’s own branding, which at times
presented a creative challenge to find a solution that
satisfied both parties.
The Result
SportsPass successfully signed up many of
Australia’s biggest retail and consumer brands as
partners, including St George Bank, Masters Home
Improvement, Ticketek, Oakley, Hilton and Quicksilver.
As at April 2015, SportsPass had signed up almost
100 sports clubs across Australia representing more
than 30 sports and on launch 1.2 million cards were
distributed to members.
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