V3

Elevating A Community Through Wellness

To launch the V3 Center — a world-class health and wellness facility in an underserved, predominantly Black community — V3 Sports needed a bold new brand that stayed true to the nonprofit’s mission of enhancing wellness, fitness and education, while also helping V3 grow its offerings and reach.

So, instead of just updating the logo, Favorite Child strategically refreshed the organization’s entire identity to honor its roots and embrace a forward-looking vision everyone can see as V3 Sports grows in North Minneapolis and beyond.

The new brand had to attract newcomers without alienating the proud local community. So Favorite Child crafted a brand that was cool, bold and recognizable, while still flexible enough to work for all the different audiences V3 Sports must speak to as a nonprofit. We also used the design elements to capture the energy and forward momentum V3 Sports has created while also reflecting its history of swimming education and current mission.

Results

Results have shown the new brand has made a splash with the community.

“We have been crushing our goals in just over three months since opening, and are on our way to achieving our next goal of 1,000 members by the end of the year. Of the roughly 900 memberships we’ve sold, 90% are North Minneapolis residents — directly tying to our mission of elevating our community.”

– Malik Rucker, Executive Director, V3 Sports