What are we going to name this thing?

Below is the actual Identity Development Brief that was presented in order to begin discussions and brainstorming with our friends at Butler Bros in Austin, Texas. http://www.thebutlerbros.com The concepts in this document were created on a drive from Denver, Colorado to Aspen, Colorado on speakerphone. The Butler Bros crushed it. Very talented and they blew us away.

Meet Adam and Wilson Butler!



Summary
Develop a name and graphic identity for a long distance triathlon that will raise money and awareness to fight cancer in the young adult population.

Business Background
In October 2010 (Date TBD) the Ulman Cancer Fund for Young Adults (UCF) will host an Inaugural Long Distance Triathlon to benefit UCF. The purpose of this effort is to use triathlon as a means to raise significant awareness and money to support the local and national fight against cancer. Our goal is to establish a date, name for event, and brand that can be unveiled Mid-May 2009.

Objectives
This event should establish itself as a nationally recognized triathlon helping further the fight against cancer, specifically in the young adult young adult population.

Measurement/Performance
• Sold out inaugural event
• Durable brand identity that can dock with other young adult cancer orgs around the country in the future.

Audience
• A combination of both seasoned triathletes and ordinary people who want to help join the fight against cancer as it manifests in the young adult population.
• Typically triathletes are very focused on their own goals, personal achievements. This is a chance to race for a cause bigger than self. Everyone racing in this tri will be engaged in a competition against cancer.
• Fans of racers should also be considered.

Support
We are the only long distance tri that is focused on raising money and awareness to fight cancer in the young adult population.

Focus
Harness the optimism and competitive spirit of triathletes and young adults to loosen cancers grip on the young adult population.

Tonality & Personality
Defiant, optimistic, competitive.

Other communications
Short messaging platform to go with chosen name and logo and collateral ideas as appropriate.

And then the brainstorming began.