ABOUT

THE BRIEF:
The JVA oversees all volleyball activities in Japan, including its national teams. Despite competing on the world stage at the Olympics, the sport has declined in status and morale in Japan. We were tasked with giving the JVA a new attitude, a clear vision, and a sense of unity.


CONCEPT:
We broke with the sport’s conservative past and reformed the JVA as a modern, revitalized brand that acts as an ambassador for the sport and contributes to a better society.

Our concept PASS IT FORWARD represents a brand that “grows bonds” through volleyball to create emotional links with people in and beyond the sport. The result is an experience that inspires pride, dreams, and courage not only in volleyball players, but in all those involved in the sport.


EXECUTION:
We decided to celebrate the movements and power of volleyball while using the refresh to unite all of volleyball in Japan in a striking and modern way quite unlike anything else in the country’s sports.

Our crest, based on the “V” of volleyball, embodies an unwavering faith in the roots of volleyball and the “power of bonds,” building an emotional connection that transcends boundaries. The trajectory of the “connected” ball depicts the letters JVA and the rising sun, representing the dynamism and growth of volleyball in Japan.

The design style, consisting of that ball trajectory used as a graphic and an original typeface incorporating the curves and diagonals of the emblem, conveys the determination and excitement of the brand and volleyball, while creating a modern impression that is adaptable to new generations.


RESULTS:
Our reinvention creates a sense of pride and responsibility in the JVA as an organization that supports volleyball in Japan. Its activities are therefore better able to be recognized in society and foster a sense of unity through strong emotional ties throughout the country.

Our rebranding aroused expectations and empathy, and attracted widespread media attention in Japan. It has also led to the growth of the organization. The “power of bonds” has become a rallying cry as the organization steps forward to become a brand with significant social impact.


STATISTICS:
2.7x WEB ACCESS
Website visits increased by 2.7 times the norm immediately after the launch and the number of SNS followers accelerated,

100 AFFILIATE ASSOCIATIONS
The JVA’s ties to about 100 affiliate associations has been strongly reestablished.

40+ FLAGSHIP CHAMPIONSHIPS
With visibility in more than 40 flagship championships, the “power of bonds” has been strengthened and grown.