Joe Stone’s story was told across numerous channels. It started leading up to and at the actual Ironman event in Florida, and continued with a web presence, speaking engagements and advising sessions. Throughout Joe’s journey, there was a documentary being filmed and plans for an adventure camp in the works. The brand identity and design system we created was present every step of the way. From posters and apparel at the Ironman in Florida, to branded materials at every event since. One of our favorite pieces was a branded cycling jersey to catch the attention of people watching the triathlon from the sidelines.
Joe Stone’s brand identity needed to be as inspirational, strong and compassionate as he is. It began with the logo. What started as a play on Joe Stone’s initials, became so much more. His initials took shape and became a winding road, one that bends but never breaks. A symbol of Joe’s journey to become the first wheelchair-using quadriplegic to attempt the Ironman triathlon, but also a symbol of his life’s journey and the journeys of the people the Joe Stone Foundation aims to inspire and empower every day. The logo needed to represent more than one person, it needed to become synonymous with an organization and the mission to inspire and help others in difficult, life-changing situations. The logo and identity system also needed to be relevant for Joe Stone’s journey to the Ironman, but equally as powerful for all of Joe Stone’s future endeavors. In the end, it was all of that and then some.
From the moment we revealed the work to Joe and his team, we knew that we had done what we had set out to do. Joe experienced an immediate connection to the identity system, and felt as though it showed an in-depth understanding of who he was and what he wanted to accomplish. The team thought the logo was strong yet approachable, much like Joe, while being versatile enough to be used for a number of different pursuits, whether it was to introduce Joe as an adventurer, speaker and advisor, or to start building the look and feel of an adventure camp for people who experience life-changing accidents like Joe’s. Joe Stone wanted to show people, largely by example, that no means nothing, especially when you set your mind to something. Joe and his team believed the brand identity nailed it. We couldn’t agree more.
