Redefining Sports Education for a Tech-Driven World
The Kyung Hee University Sports DNA+ Master's Program is a forward-thinking initiative established in collaboration with the Ministry of Culture, Sports and Tourism and Korea Sports Promotion Foundation to nurture future leaders in the sports industry. The challenge was to create a brand identity that captured the program’s unique focus on data, AI, and networks in the context of sports, while also communicating its forward-looking vision.
Traditional university recruitment materials in Korea often consist of outdated, uninspiring documents. We wanted to break this mold by branding the program in a way that would attract prospective students and academic leaders with a fresh and intuitive visual storytelling concept, highlighting that this program was more than just an academic opportunity, but a pathway to a future career.
Strategy
We developed a concept that fuses sports with technology, showcasing how the program prepares students for the future by combining the essence of sports with cutting-edge technology like data, AI, and networks. The brand’s identity was reflected across multiple touchpoints, including a brand story, promotional video, and visual identity.
Incorporating Kyung Hee University's signature colors in a dynamic gradient, the visual identity emphasized the university’s reputation as a leader in sports education, while also conveying the innovation and forward-thinking nature of the program.
Results
Achieved 370% higher views than competitor ads on the leading online community platform.
Ranked in the Top 3 most popular posts among the latest 100 posts on a major social media platform.
Outperformed the average post’s engagement (likes and comments) on these platforms by 1.8x.
Ranked in the Top 3 most popular posts among the latest 100 posts on a major social media platform.
Outperformed the average post’s engagement (likes and comments) on these platforms by 1.8x.
Introduction Video
The video begins with the story behind the Sports DNA+ symbol, highlighting how the program’s focus on data, networks, and AI extends beyond academics to develop exceptional character and leadership in its students. The video was designed to connect emotionally with the target audience, inspiring them to envision their future through the program.
Symbol
The symbol tells the story of innovation through connection. It represents the idea that innovation begins when dots connect, forming new possibilities and expanded futures. Just as points of data connect to create new insights, the program embodies the fusion of sports, data, network, and AI to drive the future of the sports industry. The symbol visually encapsulates the concept of sports DNA innovation.
Logo Type
The DNA+ in the logo represents the merging of various elements—sports, technology, and innovation. It symbolizes how the program brings together these distinct fields to reshape the future of sports.
The DNA+ in the logo represents the merging of various elements—sports, technology, and innovation. It symbolizes how the program brings together these distinct fields to reshape the future of sports.
Color
We used Kyung Hee University’s primary colors, “Kyung Hee Red” and “Kyung Hee Blue,” in a gradient to intuitively convey the program’s forward-thinking and integrative nature. This gradient was applied to the symbol, logotype, and signature elements, creating a seamless connection that represents the fusion and innovation central to the program’s identity. In reverse applications, the gradient serves as the background color, reinforcing the dynamic and future-oriented essence of the Sports DNA+ program.
Signature
The signature was designed in both Korean and English, allowing for innovative and versatile combinations across various media. This flexible approach enables the program’s purpose to be communicated intuitively, aligning with the dynamic and diverse nature of the Sports DNA+ program’s identity.
Dynamic Design at Every Touchpoint
Across various customer touchpoints, we utilized bold and innovative color schemes, dynamic logo scaling, and diagonal layouts to visually express the core values of innovation, cutting-edge technology, and integration that define the Sports DNA+ program. This approach ensures the program’s identity is both captivating and consistent, leaving a memorable impression that aligns with its progressive vision.
Behind the Scene
We conducted an in-depth analysis of trends in the sports industry related to AI, data, and networks. A comprehensive keyword analysis helped identify key terms, which were then used to inform the design direction.
Rather than following the typical university communication approach—focusing solely on information—we adopted a consumer-oriented branding strategy, ensuring that the brand communication was strategic, intuitive, and directly aligned with how prospective students perceive and understand the program.