Mission: Create the leaders of tomorrow by reducing the risks of serious injuries in contact sports.
Elite Neurokinetix is a startup based on the research project of its co-founders, graduates of Mcgill University and Queens University. The project is titled “Data-informed Intervention Improves Football Technique and Reduces Head Impacts”
They are now 4 co-founders with long involvement in sport at the provincial and national levels as athletes and coaches. Their mission is to address the problem of serious sports-related injuries and help young athletes become the leaders of tomorrow.
They reduce the risk of injury and improve the techniques of the athletes by producing personalized reports that change the way they train.
In view of an important partnership, they recruited us to rethink their brand image.
The partnership promises the startup significant visibility with all Canadian football fans as well as the opportunity of offering its service across Canada. If it all goes well, they can then duplicate the approach with other sports such as Rugby and Hockey.
They need to position themselves as experts in the eyes of young athletes, their parents, and the stakeholders of the sports industry.
Our team had to create a logo that encompasses all contact sports instead of focussing on football like the original logo while taking into account the following attributes that arose from the discovery meeting:
Optimization and long-term athlete development
Interdisciplinary (Neuroscience, child psychology and technology)
Use a similar blue to that of UNC Tar Heels'
With this information, the team embarked on the design of the ENK identity. We presented 4 moodboards, then 4 logo concepts. Two rounds of revision later, we arrived at the final logo.
The original Elite Neurokinetix logo featured a football helmet, a runner, and a brain. It had the advantage of being descriptive but was overloaded - difficult to use in small sizes - and restricted the startup to the football industry. The new logo is sleek, timeless, and represents the value proposition by carrying the tag line "safety-driven performance enhancement." Also, it is extensible and embodies the dynamism of the co-founders with the more saturated blue.
Le logo original d’Elite Neurokinetix présentait un casque de football, un coureur et un cerveau. Il avait l’avantage d’être descriptif, mais était surchargé (difficile à utiliser dans des petites tailles) et restreignait la startup à l’industrie du football. Le nouveau logo est épuré, intemporel et représente la proposition de valeur en portant le tag line « safety-driven performance enhancement ». De plus, il est déclinable et le bleu plus saturé montre mieux le dynamisme des cofondateurs.
We have designed a football-specific sticker and jersey. Athletes will be able to proudly wear the" protected by Elite Neurokinetix "mark on their helmets and employees will receive a jersey to highlight their involvement with the startup.
The purpose of this system is to spark the curiosity of the football community by creating ENK ambassadors across Canada.
The team also created a multitude of promotional items and stationery to allow the co-founders to display their logo proudly.
The partnership between ENK and Sansfiltre continued with the design of their website as well as the development of their web platform, which will allow them to offer a better experience to their customers.
Designer: Catherine Porlier
Project lead: Mathieu Roy-Caissy
Moral Support: Michael Tola Denis :')
"We needed a new image for an important partnership, and it was a real pleasure to work with team sansfiltre. We felt heard throughout our project; Our new brand and our merchandise are awesome. Everyone is asking us when they can get an Elite Neurokinetix hoodie! All this to say that we are proud to wear our new logo."
If you would like to learn more about the Elite Neurokinetix case study, see the Case Study:
Elite Neurokinetix part II page.