Brand Idea
The National Robotics League (NRL) is the premier national organization for high school competitions that combines fun with technical know-how in the mechanical and engineering industry. AKA: robot combat.
Profile
NRL was created by the National Tooling & Machining Association (NTMA) to attract students to manufacturing technology careers.
Project Goals
• Establish a program that attracts students to the contract metalworking industry
• Create awareness of the career opportunities in manufacturing technology.
• Promote and grow the program across U.S.
Process and Strategy
NTMA set out to launch a national robotic combat league that would serve as a governing body to initiate and replicate programs throughout the country with the goal of creating an exciting and engaging environment for students to learn science, technology, engineering and math (STEM) skills. The program would be positioned as an “alternative/extreme” sport, and would function much in the same way as a professional sports league. Their competitive advantage would lie in their focus on building bridges between fun and career.
Matchstic partnered with NTMA to develop this brand from the ground up, including name, core brand identity, and supporting collateral materials. The name National Robotics League was chosen because it spoke to the goal of being the premier robotics league in the country. It also worked well as an acronym (NRL) like other main national leagues like NFL, NBA, & MLB.
Creative Solution
The core of NRL is about building something – creating a whole from parts and pieces. Matchstic's design started with a “gear” shape and bold, simple typography. The unique outer shape reveals the robotics context at first glance and speaks to the vernacular of the industry. The element of two clashing arrows are a subtle, non-confrontational solution to emphasizing combat and competition. Finally, two small icons add a playful representation of “National” (the star) and “Robotics” (electric bolt). The overall solution is one of mechanical weight and simplicity, with an added dose of energy that speaks to NRL's “exciting yet smart” personality.
Results
NRL now offers the ability for NTMA to change the perception of manufacturing as a viable career option in the mind of today’s youth, their educators, and the public. Engaging and “extreme” competitions will serve as the vehicle to educate students and build a bridge to a successful future career.
Students of all backgrounds and abilities learn STEM hands-on through competing their way to state, regional and national contests. NRL’s competitive advantage lies in its focus on building bridges between fun and career.
We successfully branded an organization that will attract students, create awareness of new career avenues and promote the industry in schools across America.
The brand launch on June 21st included brand exposure to more than 15,000 people- including students, teachers, and business partners, in attendance at the Skills USA Conference in Kansas City, MO.
Next steps for the premier league include the inaugural 2009/ 2010 season with a push to increase brand awareness and student participation.
Check out the website: http://www.gonrl.org