After researching and gaining insight to the Softball landscape we could point out the market trends, the main brands and the way they communicate. On a spectrum where one end was represented by highly technical brands and one by loud and flashy brands we saw a void for a confident yet technical and sharp looking player. A comprehensive strategic plan was drawn up, setting the stage for Baron Bats to be a force to be reckoned with. A brand more mature than the loud ones and more in touch with today’s audience than the static technical ones.
Based on our discoveries we created a design style guide for Baron Bats, insuring that all the communication would be integrated and in line with the brand strategies. This included rules and guidelines for the usage of typography, imagery, colors, patterns and tone of voice.
The website was then designed and developed based on the insight gained, making sure it would be in line with the strategies envisioned.