Sport Victoria Re-Design

Winter 2023
UX Design, High-Fidelity Prototyping
2 months

Everybody loves a good underdog story. Jaz Bains is a pro basketball player and aspiring head coach whose powerful story of perseverance and overcoming adversity is highlighted in this short biographical documentary. For this project, I was paired up with a classmate and tasked with creating a 5 minute biographical short film.

I spearheaded the production; arranging the sequence of the story, interviewing the subject, organizing filming times, filming with a gimbal, colour grading, sound mixing, and editing in adobe premiere pro.

Existing Branding

ROAR’s existing branding although minimal, is quite consistent throughout their social media channels and their website. Hosting an array of bright colours and fruitful designs, their brand image emphasizes fun, summer, and refreshment.

Opportunity

ROAR’s current content is exclusively short form (videos less than 30 seconds long) with no longer ads. Most of their content revolves around influencer sponsorships and product shoots. While their media presence is not bad, there are not many different kinds of media or strong relatability to the target consumers in their ads. More content, specifically ads that contain relatable aspects such as characters and scenarios could drastically help their media presence and solidify them as a staple in the hydration drink market.

New Campaign Concept

The new campaign seeks to increase brand awareness, social perception, and consumer base by creating more content that is relatable, and highly exposed through multiple digital and non-digital mediums. The target demographic will be expanded as well, with hopes of tapping into a male audience that holds the same values of health, and active living as the current - primarily female -audience.

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