Strong Sportsmanship, Warm and Enduring Love
The Descente Sports Foundation, a non-profit organization under Descente Korea, was established with the goal of contributing to sports welfare in society. Unlike many brands that use non-profit initiatives as marketing tools, the Descente Sports Foundation focused its resources on supporting young, talented athletes and disadvantaged youth—often with no public recognition.
For over a decade, the foundation has discreetly supported 341 aspiring athletes and funded over 2,200 sports education programs in schools across South Korea. Through its work, the foundation has opened doors for future generations to experience healthy and active lives through sports. Furthermore, it has addressed critical issues like childhood obesity by supporting 254 social welfare institutions and donating sports facilities to local governments.
With over 10 years of impact, the foundation realized that its mission—"Sports for Everyone"—needed to reach even more underserved communities. The objective was to realign the foundation's identity to reflect its genuine and compassionate purpose of spreading sports welfare to those who need it most.
Strategy
Our approach was to focus on the foundation's core value—a deep, humanistic love—and avoid using it for commercial gain. The goal was to present this love in an authentic and approachable way, staying true to the foundation’s purpose.
To achieve this, we reinterpreted Descente's iconic symbol to seamlessly connect the foundation’s identity with the brand’s DNA. The heart was chosen as the symbol to represent love, while Descente’s signature downward-facing arrow was reimagined to point upward, symbolizing growth and development. This design aimed to combine the foundation's value of love with Descente's pioneering spirit in a way that resonates with audiences.
Results
Since the launch of the new identity, the foundation’s social media engagement has seen a 40% increase in visitors and a 55% rise in interactions. Comments on the foundation's posts frequently praised the new logo, while stakeholders—ranging from volunteers to schools and social institutions—have shown overwhelmingly positive reactions to the rebranding.
Logo The logo features a heart as the central symbol, with an arrow that originally pointed downward in the Descente logo now pointing upward, symbolizing growth. This arrow is integrated into the heart, merging the concepts of love and progress.
"Move" We drew inspiration from the I Heart NY branding, adapting it for the foundation’s Move series, where the heart symbol was incorporated into the “O” of Move. This became the foundation for a brand story that generated both affection and connection with the audience.
Brand Values, Personality & Tone We clearly defined and connected the brand’s core values with its personality and tone, ensuring that they resonate deeply with the foundation’s mission. This clarity is especially crucial for establishing the guiding attitude and approach that will inspire and unite the many volunteers and participants involved in the foundation's initiatives.
By embodying these values, the brand will foster a sense of purpose and commitment that drives ongoing support and participation.
Apparel The foundation’s clothing line for youth features fresh, energetic designs that resonate with the younger demographic, creating an emotional connection through both style and purpose.
Signage & Identity Application The Move series adopted the heart symbol within the "O" of Move to convey the foundation’s mission. This concept was applied across various platforms, from signage to digital marketing, creating a cohesive and recognizable brand presence.
The "Heart-filled Olympics" Symbol
This symbol, inspired by the Olympic rings, uses heart shapes in the five Olympic colors to represent love and unity through sports. It visually connects the foundation’s mission of sports welfare with its roots in global sports culture.
The playful and approachable design communicates the foundation’s compassionate values while maintaining a strong link to the world of sports. This symbol will be used in key events and campaigns, enhancing brand recognition and emotionally engaging the audience.
Behind the Scene As I developed the foundation’s identity, I envisioned the reactions of the youth who would first encounter it—“Wow, it’s pretty!”, “It’s so cute!”—and aimed to create a brand that brings excitement and joy each time they see it.
With limited budgets and noble missions, many non-profit brands often lack engaging identities. I wanted to change that by creating a design that was clear, approachable, and uplifting, while staying true to the foundation's core values. Drawing inspiration from brands like I Heart NY, I conducted an in-depth analysis of the use of hearts in branding, ensuring that the heart symbol in this project became a cohesive, powerful element tying everything together.