The Philadelphia Founders is a team within the newly formed National Pro Fitness League (NPFL), in which co-ed teams compete head-to-head in a series of human performance races. With only a name in mind, the Philadelphia Founders came to Paragraph in search of a winning brand identity.
Starting from scratch, Paragraph delved deep into Philadelphia’s revolutionary history for inspiration to help shape the Founders’ story. Through the creative process and concept development, Paragraph worked to incorporate the historical significance of the team’s name into its brand position and identity.
Paragraph created the Founders’ primary and secondary brand marks, as well as their tagline, messaging, uniforms, fan apparel, and mascot concepts. By rooting the Founders’ identity in Philadelphia’s rich history, Paragraph was able to give depth to a brand whose story is just beginning.
Branding: - Identity & Visual Language - Voice & Messaging - Identity System Guidelines