1. Introduction
The Algerian Sambo Committee (ASC) is a governing body responsible for promoting and organizing Sambo (a martial art and combat sport) in Algeria. The ASC has faced challenges related to visibility, outdated branding, and changing audience expectations.
2. Research and Analysis
Stakeholder Insights
Conducted interviews with ASC officials, athletes, and fans.
Identified perceptions: [e.g., lack of awareness, perception as an old-fashioned sport].
Inspiration
Researched successful sports committee rebranding efforts worldwide.
3. Goals and Objectives
Goals
Increase awareness of sambo as a sport in Algeria.
Attract more participants and sponsors.
Modernize the ASC’s image.
Objectives
Increase social media followers by 20% within six months.
Improve website traffic by optimizing UX/UI.
4. Brand Strategy
Brand Positioning
“ASC: Empowering Algerian Athletes through Sambo Excellence.”
Emphasize strength, discipline, and national pride.
Key Messages
“Discover the power of sambo.”
“ASC: Where champions are forged.”
Brand Persona
Energetic, modern, and inclusive.
5. Visual Identity Redesign
Logo
Designed a new logo:
Incorporates elements of Algerian culture & colors.
Represents strength, agility, and unity.
Color Palette
Chose vibrant colors:
Red: Passion, energy.
Green: Growth, vitality.
White: Purity, integrity.
Typography
Selected modern, sans-serif fonts:
6. Collateral Materials
Business Cards: Redesigned ASC officials’ business cards with the new logo.
Letterhead and Envelopes: Created professional stationery consistent with the brand.
Social Media Graphics: Developed visually appealing templates for ASC’s profiles.
7. Website Redesign (To work on next)
UX/UI Improvements
Streamlined navigation.
Improved readability.
Enhanced accessibility.
Content
Highlighted sambo events, athlete profiles, and news.
Integrated social media feeds.
8. Marketing and Communication
Content Strategy:
Regular posts showcasing Sambo techniques, athlete stories, and ASC initiatives.
Launch Campaign:
Press release announcing the rebranding.
Virtual event with athletes and influencers.
Collaborations:
Partnered with local sports influencers for promotion.
9. Implementation and Rollout
Informed stakeholders about the rebranding.
Updated physical materials (signage, banners, uniforms).
Launched the new brand with fanfare.
10. Measurement and Evaluation
Tracked KPIs:
Social media engagement.
Website analytics.
Gathered feedback from stakeholders.
