ASA Technion Challenge -
ASA – The Academic Sports Association, was founded in 1953 by students from the Hebrew University of Jerusalem, the Technion in Haifa, and the School of Law and Economics in Tel Aviv. Its goal is to organize, develop, and manage sports activities among students in Israel and to promote the concept of sports among graduates of higher education institutions. Activities take place at universities, colleges, and other facilities across the country. Thousands of students are currently active in approximately 30 universities and colleges nationwide in various frameworks.
The CEO of the The Academic Sports Association (ASA) approached me with a request to revamp and enhance the organization’s branding. The goal was to modernize its visual identity while maintaining the iconic ‘Shark’ logo, ensuring a unified yet distinct identity for each sports team under ASA. The rebranding aimed to elevate the association’s presence in the media and create a stronger connection between the teams and their audience.
I started by conceptualizing variations of the shark logo, ensuring each category had its own unique visual representation while maintaining a cohesive identity. The shark’s head served as a base template, with modifications in posture and positioning to fit each sport’s dynamic.
I developed a comprehensive branding guideline document, including the brand story and implementation guidelines. I designed unique logo adaptations for each of the following categories: karting, beach volleyball, streetball, mini football, table tennis, chess, target shooting, and the Technion race, with a bonus dedicated logo for ASA’s fan club. To enhance the organization’s website and digital presence, I designed nine custom banners in a wide format for each sports category, including a general ASA banner.
I also created branded templates for Facebook and Instagram, including event banners for Facebook and custom-designed posts and stories aligned with the new brand identity. Additionally, I designed personalized banners featuring individual athletes from the competitive sports unit for digital promotion across social media and the ASA website. As part of the branding effort, I created laser-engraved medals for the Technion Challenge, incorporating the new branding elements to create a prestigious and memorable award.
This branding overhaul positioned ASA Technion as a more modern, engaging, and visually cohesive sports association. The new designs enhanced recognition, improved engagement on social media, and provided the teams with a strong and dynamic identity while preserving the legacy of the original Shark logo.
