MCLAIN
BROUSSARD


Design and Art Direction
Freelance Carnelian Design Club LLC.


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Branding Study: Carnelian Design Club

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★  Team USA One for All 2024 Rebrand

In July 2024, just before the Olympic and Paralympic Games in Paris, Team USA underwent a complete brand refresh. Spearheaded by Creative Director Corey Nealon and built on new guidelines from Wieden+Kennedy, the rebrand introduced a bold new campaign: One for All. 

I led our team of three designers in preparing and launching this transformation, which included defining the visual look for social, producing teaser assets, and building toolkits with 200+ assets distributed to athletes, NGBs, and partners to activate the campaign. We executed Team USA’s full digital refresh across owned and operated channels - new profile images, headers, and launch graphics - culminating on July 22nd with the debut of the One for All Anthem film. From digital channels to social to print, our assets powered a cross-channel campaign that celebrated and amplified Team USA’s new identity.

Following is a overview of the assets created for the launch. 

Team USA Team: Katherine Cullen, Marykate Vlcek, Anthony Getz Jr.
Creative Direction: Corey Nealon 

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One for All Anthem film that kickstarted the brand launch. The stunning visuals from this film, as well as the photography taken at the Universal photoshoot, let a lot of the creative through the launch. 
The concept we took from the brand guidelines and the film into the brand launch assets is the core idea of “One For All,” a collective of every Team USA athlete together, each one as important and inspiring as the next. 


This idea of the collective as a whole was brought to life through a collage of all our Universal athletes, all our new branding, our new team message together as one. These collages lived first and still today as our social banners across all platforms. The message also carried through the brand launch social assets: 



The initial “One For” the athlete graphics was launched the day of the brand launch. The idea stems from the core of Team USA’s Athlete First values. One for all, and all for one - beginning with the athletes themselves.





The subsequent graphic extensions built on the same concepts, while also letting fans get to know the athletes even more, each with their own collage full of other athletes, carrying the One for All message through.




The campaign launch also closely coincided with 100 Days Out from the Games. While the top two rows of imagery were posted on our own channels, hundreds of assets were sent to athletes, NGBs, and Partners, for them to all participate in the brand launch and the official start of the countdown of the games. Above are the “generic” assets sent out.


  
NGBs were sent photoshoot photography graphics with their respective athletes to truly feel part of the launch.



Editable Photoshop and Canva templates were also sent out, so partners and NGBs could add their own logos and photography to their assets of the brand launch. 




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