NextGen Athletics is a Utah-based youth athlete training company. NextGen’s core offering is sport performance training, while also providing hockey development and physical therapy.

The Brief:
After grinding for a couple years building NextGen into a real business, the NextGen founder, Dusty, wanted to level up his company’s branding and set the stage for ambitious growth. The ask was a brandmark-first identity that aligned with the quality, structured training programs NGA provides its athletes.

The Solution:
A bold new brandmark that serves as the foundation for NextGen’s next chapter. An abstracted N shape and three internal lines represent NextGen’s 3 service offerings. The shape also resembles a flag in motion, planting NGA’s metaphorical flag in the Utah’s youth athletic landscape. We launched the brand with an impossible-to-ignore oversized poster campaign around the Utah Olympic Oval - a hotspot for elite Utah athletes, but also the training home of NextGen Athletics. The posters feature real NextGen youth athletes in motion, breaking out of the NGA brandmark. This was just the beginning of a brand overhaul with our work with NextGen. We then rebuilt the NextGen website, created hockey jerseys and apparel, and designed signage for the gym.

Dusty also wanted to create the first ever Utah youth testing combine event, modeled after the NHL draft combine. We designed the combine logo, tank tops, and event wayfinding. This event branding fit with the overall NextGen brand, but also had a distinct look.