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The Challenge: Brandon Swim and Tennis Club was founded more than 40 years ago. Recognized for their work in youth character development programs, the club provides an environment where positive values are reinforced and children/youth receive the framework for making positive life decisions leading to healthy and successful lives, and has trained more than 80 world-class and Olympic athletes.

As with many organizations that have been in business for an extended period of time, services often evolve beyond their original offering. Brandon Swim and Tennis Club outgrew its name long ago and adopted the tagline “more than our name” to help reposition the club. But in the center of an explosive growth area, the club has met with new aggressive competition.

The Solution: Vroman Graves Associates donated its branding expertise to assist in renaming the facility and to develop a new brand to better represent the services of the club today.

The organization has been renamed Brandon Sports & Aquatic Center. The new positioning statement is “Building Character through Athletics.

For the logo, we developed a series of icons that represent the core programs offered by the Center. Each icon also serves as the primary design element for the competition teams of the club.

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