Sports Research: Messaging Architecture  & Launch Assets

As Sports Research sought to invigorate its brand, our team was tapped to bring the brand to life through cohesive and compelling e-commerce touchpoints. Equipped with the brand’s initial identity work, our team collaborated with Sports Research to sculpt a consumer messaging framework, create new visual design assets, and art direct a marketing campaign video.

Read more  Client: Sports Research

Duration: 6 months

Team: Chris Villaseran (Program Manager), Thomas Ryun (Director of Experience Design), Anne Tsuei (VP of Strategy), Brent Stickels (Strategist), Luke (Content Strategist), Summer (Copywriter), Jaclyn Lowery (VFX Designer), Beth Anderson (Director of Visual Design), Audrey Elyse (Visual Designer)

Impact: Program Managers as Design CollaboratorsAs the Program Manager, Chris oversaw a team of strategists, copywriters, visual designers, and VFX designers. While ensuring the project remained on schedule and managing budget and resources, Chris actively participated in the creative process alongside the design team. These contributions are highlighted below.
  • Facilitated several key stakeholder interviews alongside the Experience Design team to gain deeper insights into the brand’s true voice and tone. This, complemented with competitive audits and market research, allowed the strategy team to successfully carve out a unique positioning for Sports Research within the industry. 
  • Crafted brand pillars, messaging headlines, and supporting copy alongside copywriters to later be formalized into a brand guidelines document.
  • Conducted a competitive audit of competitor Amazon storefronts to support content strategy to support content strategists and visual designers.
  • Developed a content strategy for the Amazon storefront, category page, and product detail page, serving as a foundation for the visual design team to build around.
  • Ushered in incremental scope and coordinated with production partners for the team to develop and provide art direction toward a new marketing launch video.



Results: Sports Research’s newly defined messaging architecture, video campaign, and Amazon store assets were leveraged for the brand’s launch in 2023, activating the brand’s ethos in the sport of life.


CHRIS VILLASERAN

A project manager who intersects content strategy, copywriting, and user experience. Exploring bold opportunities and fun projects. Based in Oakland, California but just a few clicks away. Learn more.