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Company Volleyverse
Principal Dan Grey
Location London, United Kingdom
Category Retail
(overview)
Over the past two decades, the athletic wear industry has seen explosive growth, yet it remains dominated by a few giants—the top ten firms control a staggering 70% of the global market. This concentration leaves scant room for smaller, ethical choices in the marketplace.
Spurred by the TikTok phenomenon, retired volleyball coach Dan Grey spotted a market niche. In the heart of our dear London, he founded Volleyverse, an independent news channel aimed at uniting and uplifting the global volleyball community around the sport.
As Dan's commitment to Volleyverse deepened, his ambitions grew. Joining forces with the Next Week Club, we aim to transform Volleyverse from a mere news outlet into a mission-driven powerhouse, striving to elevate volleyball to the foremost women's sport worldwide.
(1.1.5 business positioning)
Set against the imposing backdrop of London, our task was to transform Volleyverse's followers into a diverse customer base. Surrounded by stacks of pizza boxes and powered by Irn Bru, we plunged into the concept of "community".
Volleyverse's audience predominantly consisted of young students. Engaging them meant considering the ultimate gatekeepers: their parents. Armed with extensive research into their buying habits, we were ready to help.
Competing against major brands meant boldly opposing them. Drawing from 'The Social Integrative Meaning of Sport', we crafted a narrative that wrapped the global volleyball community in its shared love for the game.
(2.1.5 visual identity)
The Volleyverse logo, a globe, symbolises volleyball as a global community without borders. By integrating data from a kinematic study on players’ movements, we injected dynamism and speed into a 3D sphere that stands boldly within the logotype.
To honour the sport's female dominance, we selected a bold pink hue for the brand's primary colour. This isn't just any pink, it’s a statement—memorable from the first glance, standout on the shelf, and distinctly different from their competitors.
Choosing a typeface that spoke to both young players and their parents, we opted for modern yet reliable. The quirky 'L' and 'S' cater to the youth, while a bold, grounded style reassures parents. Speed and movement are hinted at with custom tweaks to the 'E' and 'R'.
(2.3.5 brand guidelines)
Volleyverse's debut into sportswear kicked off with an online shop, prioritising high-quality goods for both players and fans. So the top of our design list was standout packaging.
Our packaging design strategy was simple: make it fun, make it shareable, and keep it eco-friendly. We chose vibrant pink cardboard that screams 'share me' on social media.
As Volleyverse expands into branded apparel, black steps up as the chic secondary colour, maintaining the brand’s essence with a sober yet striking twist.
(testimonial) "Thank you for all your dedication, your patient approach and your end product, which I think is fantastic. I genuinely feel that you have delivered exceptional value!"
— Dan Grey, Founder
(complementary reading) ¹ Locke, R.M. (2002) “The promise and perils of Globalization,” Massachussetts Institute of Technology.Walseth, K. (2006)
“Sport and belonging,” International Review for the Sociology of Sport, 41(3-4), pp. 447–464.
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All proceeds from merch sales are donated to charitable causes
