Overview

Event branding and production for Flip Zone 2024—the official fan fest of the USA Gymnastics Olympic Team Trials.

For four days, the excitement was non-stop in downtown Minneapolis. Flip Zone buzzed with activities such as a giant jump tower, parkour course and musical performances by artists Abi Carter and The Voice winner Asher Havon. Attendees enjoyed gymnastics demos, autographs, watch parties, sponsored activations and so much more.

Solution

In collaboration with USA Gymnastics and Minnesota Sports & Events at Clamor, a new event branding system was developed. It was important to capture a high-energy persona that Flip Zone was sure to bring surrounding the Olympics. With a young target audience in mind, the design embraced a fun, playful aesthetic while remaining consistent with the USA Gymnastics brand ecosystem and sub-brands. The new logo incorporated their iconic flame and featured a custom F that translated into various alternative logos and a monogram. The additional branding elements embodied movement and harmony that brought a friendly and modern aesthetic to Flip Zone.

The newly developed campaign translated to over 100 varying production assets including way finding, environmental graphics, motion graphics, consumer map, pre-promotion and much more. This extensive set of on-site deliverables created a memorable experience for fans and athletes celebrating the Olympic Team Trials.