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STRONG PERFORMANCE + STRONG DESIGN

case study

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We teamed up with Laura to help find the visual voice OF her new business - Wheelhouse. Overcoming the challenges of a start-up we created an engaging brand and online presence sure to start a buzz in thE emerging niche of SPORTS MENTAL PERFORMANCE CONSULTING.

 

BRANDING + PRINT MATERIAL + WEBSITE



 

"Do not give me a wheel or a house."

Laura works alongside athletes of all skill levels and sports to improve attitudes, processes, and perspectives that will allow clients to excel in stressful and competitive situations. Ultimately they help athletes perform at a higher level in their sport.

The industry of “Mental Performance Consulting” is relatively new in the field of sports training and our challenge was to help build the visual aesthetics of this new industry that will not only blend seamlessly with current sports industry visuals, but also convey the ethos of Wheelhouse and what they can bring their clients.

We hope that after working with us, clients will be able to put mental performance skills into their wheelhouse. As clients continue to work on mental performance training they will begin to effortlessly and effectively use mental performance skills during competition.

After discussing Wheelhouse MPC with Laura, we learned that the primary goals for the company were to be memorable, and to embody the movement and growth in an athlete’s performance.

These perceptions in conjuncture with the specific instructions "Do not give me a wheel or a house!" led us to create a custom energetically styled “W” letter-mark. This kept the W at the centre of a circular enclosure, this circle representing the movement, work and progression that is needed, mentally as well as physically to improve yourself as an athlete. Having the 'W' at the centre of this process implies that Wheelhouse is an integral part of improving an athlete’s mental performance.

To support the brand direction we extended the brand language to include a series of icons for all of the Wheelhouse services. 


Curated Photography

Together with curated sports photography and carefully crafted phrases to engage passionate athletes we assembled the brand architecture to build a solid client base. We then used these elements to create a strong brand presence for Wheelhouse as it is introduced to potential clients. Our creative team made this happen by extending the brand into engaging print material.

I love that PB&J took my idea and ran with it to create a unique visual identity for my business.
— Laura

The key to being noticed? A solid online presence

Working together with Laura we crafted headline copy and organized all the relevant content that would be presented on the site. This ensured visitors would understand the industry of Mental Performance Consulting and then easily get in touch to sign up! 

One of the most important things to Laura was to clearly explain what the name Wheelhouse means in the context of Mental Performing Consulting.

WHEEL·HOUSE 
ˈ(H)WĒLˌHOUS/ 
NOUN: WHEELHOUSE
1. baseball. (of a pitch) within the zone that is most
advantageous for a batter to hit a home run.
2. within one’s area of expertise or interest.

We used the site as a place to give a detailed explanation and used a custom drawn information graphic to do this.

This info-graphic was then used as an element across the site on images of athletes in motion to show different athletes honing in and improving their specific skill sets. These elements gave the Wheelhouse brand more depth and conveyed the essence of the business, training for the advancement of specific skills. 



This info-graphic was then used as an element across the site on images of athletes in motion to show different athletes honing in and improving their specific skill sets. These elements gave the Wheelhouse brand more depth and conveyed the essence of the business, training for the advancement of specific skills. 

 
The brand is definitely resonating with people and I always get compliments on the website. Clients have even said that they decided to go with my business because of the fresh and professional website.
— Laura

Equally as important as the written content was the imagery used across the site. As MPC is not specific to any single sport or skill level it was important that the imagery featured on the site would resonate with athletes from all kinds of levels and backgrounds. These images needed to be more than just a photo. They needed depth. They needed to say something. They needed to convey a feeling relatable to athletes from any sport. 

We worked with Wheelhouse to select imagery that would remind athletes of those crucial moments in their training. These aren’t the glamour shots from the NFL, but imagery a real athlete can identify with, a scuffed up ice rink, the swimmer in the lane next to you. We chose the image of the athlete clapping the chalk as a symbolism of preparation, an idea that any athlete can relate to and is at the core of Wheelhouse's work.

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Next Step: Become an Industry Leader.

Wheelhouse came to us because she knew in order to get her business rolling she needed to stand out against her competition.

Our team delivered on the promise to create an amazing logo and brand that would do this and a website that would make them stand out in an emerging niche market. We’re sure that Wheelhouse MPC will soon be the leader in Mental Performance Consulting, as she has already gained several new clients since the launch of the company.

 

We believe we can take anyone to the next level. If you need a boosting start to your business, let's chat.

Have more Questions? Get in touch.