Sports Williamsburg RFP

Visit Williamsburg approached WHITE64 with an exciting challenge: to brand and launch a new division called Sports Williamsburg, a destination marketing initiative designed to attract high-level travel tournaments and competitive youth sports teams to the region. The goal was to position Williamsburg, VA as a premier destination for both athletes and families. One that offers world-class facilities, endless attractions, and the charm of a historic resort town.

Our team was tasked with developing a full brand identity system, campaign concept, and visual direction to introduce this new venture to national event planners and tournament organizers. My creative direction centered around celebrating the spirit of winning, both on and off the field.

Designer: Matt Hodin

CD: Alex Belgrave

Copywriters: Mike Stango

Agency: WHITE64

Made in November of 2024

BACK

LOGO DESIGN:
Built on the Banner of Champions

Across every arena and field, banners hang as symbols of hard-earned victories. They represent not just a single win, but the dedication, teamwork, and perseverance that lead to one. That enduring symbol of success became the foundation for the Sports Williamsburg logo.

The mark takes its shape from a classic championship banner, creating a direct link to the spirit of competition. It’s bold, confident, and instantly familiar to athletes and fans alike. Paired with clean, modern typography, the logo feels both timeless and fresh, a nod to tradition that also looks ahead to the next big win.

BRAND ICON

FULL LOGO

COLOR EXPLORATION

BUILDING OUT THE BRAND

CAMPAIGN CONCEPT:
"FOR THE W"

The integrated campaign direction — “For the W” — takes a familiar expression of triumph and turns it into a rallying cry for the destination itself. “For the W” celebrates every kind of win, from tournament victories to family memories. The tone is confident, youthful, and social — designed to resonate with athletes, coaches, and parents alike.

Each execution spotlights real advantages of hosting in Williamsburg (top-tier venues, accommodations, dining, and attractions) before punctuating the message with a bold “For the W.”

CAMPAIGN CONCEPT:
LOOK & FEEL

Visually, the campaign blends dynamic sports energy with destination-level polish. Clean typographic layouts, strong use of team-inspired motifs, and photography that captures both the action and the atmosphere — moments of competition balanced with celebration and community.

Social mockups and content examples demonstrate how “For the W” could live across digital platforms, inspiring both planners and players to see Williamsburg as the ultimate place to win on every level.

OOH CONCEPTING

DIGITAL APPLICATIONS

SOCIAL MEDIA CAMPAIGN

The For the W campaign was designed to live naturally across social media. These mockups show how the bold W banner can frame real moments of play, pride, and celebration. Each post highlights Williamsburg’s mix of top-tier sports facilities and off-the-field attractions, using authentic, energetic photography and confident captions to inspire both athletes and organizers. The result is a feed that feels aspirational, shareable, and unmistakably Sports Williamsburg.

PHYSICAL APPLICATIONS

FOR THE W PHOTO MOMENT

To bring the campaign to life at the complex, we designed an interactive “For the W” photo installation. The larger-than-life W serves as both a brand icon and a social backdrop, inviting athletes, fans, and families to capture their own winning moments. It turns the logo into an experience, encouraging organic sharing and extending the campaign from the field to social feeds.

TOURNAMENT WELCOME KIT

Every player and organizer deserves to feel like a champion, even before the first whistle. The Sports Williamsburg Welcome Kit was created as a premium mailer featuring branded swag and a personalized letter of thanks. Packaged in the signature blue with the banner-inspired mark, it sets the tone for a first-class tournament experience and reinforces the pride that comes with hosting or competing in Williamsburg — truly, a win from the start.

OUTCOME:

The Sports Williamsburg RFP was a true team effort at WHITE64, bringing together strategy, design, and storytelling to help Visit Williamsburg expand into an entirely new space. The “For the W” concept resonated immediately with the client for its simplicity, adaptability, and energy. It turned the idea of winning into a shared experience that connected the emotion of athletic achievement with the broader appeal of Williamsburg as a destination.

Although my specific logo design direction was not ultimately selected, the creative foundation I helped establish shaped the campaign that led to WHITE64 securing the account.

“For the W” became the centerpiece of the winning proposal, setting the tone for how Sports Williamsburg could position itself as both a competitive sports hub and a travel-worthy experience for families and fans.

The work demonstrated our team’s ability to develop a complete brand world, from identity and campaign to on-site activations and digital presence. It helped define how Williamsburg could communicate the spirit of victory across every touchpoint. It was a proud win for the agency and a concept that continues to represent the heart of the brand: when you play, host, or visit here, everyone goes home with a W.