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 needed to reform the JVA as a modern, revitalized brand through an original typeface that consistently conveys its message, business, services, and activities.


CONCEPT:
Our solution was to break with the standard shapes and feel with which sports teams present themselves in Japan and add a powerful, global style of typography that would make the JVA stand out proudly and stimulate interest.

The typography helps refocus the organization on the roots of volleyball based on the ideas of absolute integrity, deep compassion, and the power that is created when people are connected.


EXECUTION:
JVA SANS is composed of simple and dynamic forms such as curves and diagonals reminiscent of the trajectory of a volleyball in flight. It was designed to blend with the organization’s new crest (which we also designed, based on the idea of “growing bonds”) while being simple and powerful to read at a distance.

The design not only expresses the powerful and aggressive aspects of the sport. It also embodies the link between the brand's attitude and the essence of volleyball, “consideration for others.” Every detail, including the slightly rounded corners of the letters, gives the impression of sincerity and positivity.


RESULTS:
As a new voice for JVA as a public foundation, our typeface has functioned to raise awareness both internally and externally towards the essence of volleyball. JVA SANS has contributed greatly to the creation of social values for JVA, which has stepped forward as a brand that goes beyond the sport itself and “grows bonds” through volleyball to become a part of Japanese culture.


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.