Case study · Sports · Mental performance coach
Graham Betchart
Train your mind. Trust your game.
A mental performance coach who has worked with NBA champions, Olympians and championship college programs, given a mark as recognizable as his beard and beanie.
01 Foundation02 Story03 Voice04 Identity05 Website06 Social07 Everywhere
The brief
Graham's language (Palms Down, Walk to Win, Next Play Speed) is known in locker rooms. His look is unmistakable. His brand needed to catch up to both.
What was in the way
- A personal brand with no mark of its own
- Signature tools scattered across talks, podcasts and sessions
- Audiences from pro athletes to companies to parents
- A vibe that's hard to design: hip hop, Grateful Dead, pro sport and ancient master at once
The foundation
I don't react, I respond. I take a breath and I move on.
Big idea
Train your mind. Trust your game.
Voice
Intense and peaceful at the same time.
Signature line
I don't react, I respond. I take a breath and I move on.
The identity
A look that matches the feeling.
Color
Black#111111
GB Gold#C09D68
White#FFFFFF
Where it shows up
One foundation, every surface.
What changed
The outcome.
A mark that looks like the man. The GB headphones-and-beard emblem in gold and black, a full logo system from seal to favicon, and a website that speaks to athletes, teams and companies with the same tools.
Next case study
Belonging