Derek and Kristin Montgomery have seen, firsthand through their own children, the benefits kids get from being involved in sports. They also have seen how the cost of various clubs and programs can be a barrier for some families to participate. It's because of both the benefits and the barriers that they founded the Montgomery Sports Foundation. The Foundation is committed to removing financial barriers for young athletes in Duluth, Minnesota by offering assistance to cover youth sports registration fees. However, to work towards their mission, they needed a brand, website, and marketing materials to help tell their story and speak to donors. That's where we came in.

The bold lettering used in the Montgomery Sports Foundation branding is reminiscent of the lettering used on sports jerseys. The brand's colors were chosen to be bold and attention-grabbing. However, special consideration was taken to ensure that the final colors didn't align with any of the areas schools to align the Foundation's branding with its neutral and equitable stance across all of Duluth. The addition of the aspirational tagline in combination with the logo help to further clarify the organization's purpose.

The brand system was created to grow with the foundation as different offerings are introduced—Derek and Kristin have big aspirations and don't want to stop at cover just registration fees! After the Foundation branding was established and the various logo variations were built out, we design and developed their website. During our UX/UI design phase, we worked to build a seamless user journey flow, optimized for the organization's objectives. We also created a brand identity guideline document so anyone, internally or an outside vendor, working with the brand will know how to implement it so the brand's consistency stays in tact.

Photo credits to the very talented Derek Montgomery.