Independent Project
Duration: 4 weeks
Challenge
Of all Georgia Tech Division 1 sports, the cheerleading team is given the least priority. The administration (and the wider world) sees cheerleading as pretty faces and pom-poms. Design brand guidelines which will allow more respect given to the team and the sport as a whole.
Solution
Embracing the rebel archetype and armed with its new guidelines, the Georgia Tech cheer team announces its arrival as main characters, not supporting roles, on the playground. No longer content to remain on the sidelines, the guidelines allow the team to showcase its athletic ability and talent as "athletes cheering athletes".
