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The TeamMates Mentoring Program was founded by Dr. Tom Osborne and his wife, Nancy, to help match young people with an adult mentor. The program has grown to more than 135 chapters spanning the state of Nebraska and parts of Iowa. Upon reaching its 25th anniversary, TeamMates recognized a need to refresh its brand presence. DAAKE was challenged to enhance the brand by updating its visual presence without losing any existing brand equity.
The program’s rich history with athletics was a key consideration in creating a new brand for TeamMates. Not only did Dr. Osborne found the program; the first mentors comprised of members of the University of Nebraska-Lincoln football team. The new logo was crafted to be more approachable, uplifting and appealing to a wider demographic, while maintaining the athletic feel that also serves as a differentiator when compared to other mentoring organizations in the region.
A system comprising of a new identity, advertising messaging and collateral helped the organization to increase outreach and broaden its member base.