Case Study : Real Life Warrior
CLIENT: The IM ABLE Foundation
PROJECT SCOPE: Brand Identity Development, Web Strategy/Design, Ambient Marketing, Social Network Development, Strategic Brand Management
The IM ABLE Foundation is a community outreach organization that proves to individuals with physical disabilities that there are ways to begin and maintain an active lifestyle and achieve the goal of physical and mental well being. From the minute you meet founder, Chris Kaag, you can’t help but be inspired by his mission and undeniable passion for what he’s doing…along with the feeling that you are incredibly out of shape! In 2007, the foundation initially began fund raising efforts to purchase age-specific handcycles and to provide additional financial resources to families with disabled children. We crossed paths shortly thereafter. It was very clear after our first meeting that the passion, drive, and focus were present in their efforts but their message was getting lost in the wake of larger more established organizations. Something new and different needed to be done. So, we went to work.
DRS developed a new identity and set of visual signature standards. The whole method to our madness was to position IM ABLE as a lifestyle brand operating within the community outreach sector. Rather than inundate our target markets with sad imagery and medical jargon, we took a different route by creating a brand (a culture really) that appeals to both the able-bodied and disabled markets. Our efforts were aimed at combining sport, lifestyle, and education to increase awareness, make connections, and ultimately increase donations from supporters to help reach and benefit more in need.
Our creative team developed the “Real Life Warrior” concept focused on real people with real challenges and real success stories living their lives with the help of this organization.
The imagery and fonts are gritty, based on a “push through the obstacles” attitude. This message was the jumping off point for everything from their websites, printed pieces, posters, social media, event materials…the works. We sub-branded a sister organization bringing it under the IM ABLE umbrella and cross marketed an additional inclusive fitness (able-bodied and disabled fitness center) brand to unify our efforts and complete the overall brand consistency.
An apparel line was born, conversations started to emerge, and more importantly people got the help they needed. Since then, the organization has branched out into adaptive fitness; racing chairs, skis, skateboards, etc.
Living life to the fullest with no excuses, simple…but it’s a powerful message.
IM ABLE Foundation Website – http://getupandmove.org
Corps Fitness Website – http://www.corpsfitness.net/
