Fargo, ND (PRWEB) March 29, 2008
The March issue of Communication Arts, the premier source of inspiration for visual communication professionals, recognizes the contribution of Chicago-based Jones to last summer's launch of the Athletic Republic brand. On March 17th, its daily online exhibit of graphic design and advertising also featured the compelling imagery and copywriting of the Jones campaign.
Charlie Graves, CEO of Athletic Republic, said: "When the new investor group acquired Frappier Acceleration Sport Training last April, the first thing we did was assign brand development to Scott Maney and his creative team at Jones. We knew we needed a completely new brand identity, from name to logo to tone of voice, and Jones really came through for us. To have their work recognized by Communication Arts is testament to the creative genius of Jones."
"When Charlie approached us with the assignment," said Scott Maney, President and Executive Creative Director of Jones, "we knew it would be a challenge. Under the Frappier umbrella, the franchise network lacked a common brand identity. One hundred sixty different training facilities were just that--different. We needed to put a stake in the ground right out of the gate that said 'This is who we are' and 'This is how we carry ourselves.' "
Indeed, the campaign chosen by Communication Arts speaks in a language in which all serious athletes can relate. Unlevel the playing field is not just a tagline, it is a call to action to athletes of all ages. Jones then built upon that platform with the inclusive This where the athletes that give 110% get the extra 10% print ad as well as two sport-specific ads. Be the overdog speaks to girls and women volleyball players, while An entire training program designed to light a lamp says it all for hockey players.
"It has been an exciting year," said Graves, in retrospect. "Jones' work got us going in the right direction with a new brand name and identity that athletes could relate to. We've still got a long way to go to become a household name, but with this trade recognition from Communication Arts, coupled with recent consumer-focused attention from the New York Times Play Magazine and a surge in the awarding of franchises, we're certainly operating at 110%."
Jones is a creative think tank of advertising, design and innovation. The firm was founded in 2003 and its clients include the Chicago Cubs, Wilson, the Irish Dairy Board, and Mad Croc energy drinks. Jones is based in the River North section of Chicago. For the complete download, visit http://www.jonesingfor.com or contact Scott Maney at 312-266-6100.
About Athletic Republic
Athletic Republic, formerly Frappier Acceleration Sports Training, is the world's premiere provider of scientifically based, athletic development training programs. Founded in 1990 on the continuing research of exercise physiologist John Frappier, M.S., and Stephen C. Swanson, M.S., Athletic Republic's training programs are available at more than 160 facilities throughout North America, United Kingdom and Japan.
For more information about Athletic Republic, visit http://www.athetlicrepublic.com, or contact Deb Uglem at (701) 241-9018.