The organization recently saw new leadership who brought an inspiring vision for the next chapter of AG’s tenure. The organization has been around for nearly 40 years, and the existing visual identity reflected an outdated image of the organization. Our team went on a site visit to understand their athletic and fitness facilities and the different ways that the brand would show up and be deployed.

We developed a new brand to match AG’s new identity as not just a community organization, but a high-quality fitness center and a premier athletics team. Our goal was to create a logo dynamic enough to live on the wall of a fitness studio as well as a youth soccer jersey. The brand evolved into a completely new look that reflected a new tone for the organization and all of its programs. 

To celebrate the debut of the new brand, we produced a brand launch video to introduce the new Asphalt Green to the world, and showcase the different iterations for all the AG teams and groups. The logo was executed across many different programs and sports team, all with variations of the primary logomark.