Portfolio by Industry
Dallas Mavericks
Overview
New team ownership meant new team identity. Challenges included a short development time frame (6 months vs. 18 months), which was the standard development time for the NBA), multitude of applications to consider, only the second team to develop an identity outside of the NBA.
Solution
An identity was developed with tremendous flexibility and usability. The new logo was designed with several independent layers so that merchandising opportunities could be maximized. New mediums were explored to increase visibility and exposure to the team and individual players. Most recently, the Mavericks gave Propel Group full responsibility for all newspaper ads and online media.
Impact
Development time cut in half, team awareness increased exponentially and sales of merchandise went from $300,000 to $3 million the first season. Since introduction of new identity and marketing materials, season ticket sales have increased with the majority of home games selling out. TV viewership has also increased due to a broadcast awareness campaign that was the first to take full advantage of a little-used ad space on the cover of the sports page.
Logo was voted "best new team logo" after its introduction and continues to receive rave reviews from local fans. Some have even gone so far as to tattoo the logo on their arms and ankles.
The first giant billboard on a downtown Dallas parking garage was designed for the Mavericks and ushered in a new advertising medium to Dallas.
City of Dallas 2012 Olympics Proposal
Overview
Excitement was high with the chance to win the bid for Olympics 2012 in the City of Dallas. However, city officials and their advertising team needed a design that would wow Olympic decision makers.
Solution
Propel Group designed an Olympic-styled logo for "Dallas 2012" along with impressive packaging and presentation materials to well advertise the City of Dallas as a potential venue candidate—when there was little time left on the clock before entries were due.
Impact
Although Dallas did not win the bid to host the Olympics (nor did any U.S. city), Propel’s efforts were deemed heroic and over-deserving of "gold medal" rewards in area competition.
NBA Development League (D-League)
Overview
The NBA Development League, being relatively new in the marketplace, was needing promotional pieces to help fill seats and spread public awareness.
Solution
Propel produced direct mail postcards for the Fort Worth Flyers and the Tulsa 66ers that helped to define the DLeague’s association with the NBA, touted them as the "soon-to-be" stars that the players are, as well promoted the various offers being run.
Impact
Client has reported that their attendance for each of the games that were promoted almost doubled and that their overall awareness and respectability in the marketplace has improved dramatically.
Candlelighter’s Childhood Cancer Foundation—Night Run
Overview
Candlelighters Childhood Cancer Foundation (CCCF) is a non-profit membership organization that strives to provide information and awareness for children and adolescents with cancer. CCCF contacted Propel to donate their time and create an affective marketing image for their 12th Annual Candlelighters Night Run.
Solution
Propel produced imaginative marketing collateral while keeping the children in mind through branding, posters, and ads. Using the central inspiration “Because kids can’t fight cancer alone,” Propel unified the cause of the run with the vision of the foundation.
Impact
Propel has worked with this group for over a half dozen years. The cause has become a household word. The race is well attended by all ages thus helping sustain high sponsor visibility which eases year-to-year funding recruitment efforts.
Vistas Unlimited, Inc.
Overview
Vistas Unlimited, Inc., a technology company that creates virtual embedded marketing and visual aids for live sports broadcasts, engaged Propel to create an identity and produce marketing materials to expose their product to a wider audience.
Solution
Propel created a brand that captures the essence of thier technology and medium, and produced brochures and a website to further extend their brand.
Impact
Company has grown exponentially, landed a major golf broadcasting client and was recently recognized with an Emmy for their technological achievements in sports broadcasting.
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