PHILLIP McCARTHY
Creative Advertising & Branding Director

Challenge: A sports- and community-minded entrepreneur wanted to create an all-purpose online service for amateur and semi-pro athletes. The idea was to bring them together, hook them up with coaching, and introduce brands to this ready-made audience. But what's it going to be called? What's it going to look like? How does it define itself? Probably also a fourth question?

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Solution: First, extensive strategic and demographic research. Second, a creative brief driven by that data. Third, naming and language and color and style.

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Result: Every sport for every one, otherwise known as eseo. It's colorful and it's fun, and that's what sports should be.
See more at www.eseosports.com.