Strategy – Naming – Identity – Digital
Paul Dolan approached Branch with a goal to manage the careers and wealth of elite athletes, while financing sports facilities for the underprivileged. With an emphasis on financial expertise and ethical management methodologies, Branch defined a name, story and created an identity that would provide a platform for Dolan Sports Management to approach some of the largest clubs and sporting associations in the world.
The Dolan ‘arch’ is inspired by the personalised shirts of professional sports men and women. Each player wears their name with pride, it is a symbol of being elite, chosen and part of a team moving towards the same goal. The bespoke logotype, based on the forms of Gotham, nods at the futuristic and dynamic aesthetic of modern sporting brands whilst retaining a professional and elite character and angled details create movement, forward motion & speed. Branch created an set of logos that would retain its unique personality and remain consistent across a multitude of different outputs.
Inspirational quotes with a focus on character are used to inform and inspire current and future generations. These communicate the ideologies that helped the ‘greats’ in competitive sports pursue their dream of becoming the best in the game.
A brand guidelines document was developed to provide a comprehensive understanding of the Dolan brand. It shows how to implement the new identity offline and online, from positioning the logo down to how you write the name.
We worked closely with sports photographers and trawled through stock libraries to get the right shots of professional sports men and women, creating a dynamic image library for use across communications.
The choice of a mono palette coupled with a fluorescent green accent colour creates a sophisticated and powerful image across the stationery, intricate detailing with white foiled business cards and painted edges informs a high-end and prestigious aesthetic. For colour all we had to do was look down, inspired by the grass fields and courts that are the foundation of most sporting events.
Along with the stationery we were asked to create a pack that the Dolan team could take along to meetings and leave behind as an introduction to the agency.
Website and social media
With its prospective clients constantly on the move, travelling from training ground to sports arena to home, the responsive website is designed to look as good on the move as it does from home. We created a responsive website with a seamless experience across a multitude of devices that provides up-to-date information.
“I have been delighted with the Branch experience from start to finish. I instinctively opted with them due to their blend of creativity and experience, and Branch have delivered a brand that I feel proud to own and my colleagues feel equally proud to promote. I can’t recommend the Branch team more highly and I’m already looking forward to our next collaboration.”
Founder – Dolan Sports Management