State Street is recognized for its values of endurance, leadership and transformation for the future, as well as for taking a stand for gender diversity and inclusion in finance. Continuing on the path toward gender equity, we became the proud sponsor a two-member team on their quest to qualify for the 2024 Paris Olympics in the first-ever mixed-gender Olympic marathon sailing competition.
The State Street Marathon Sailing program tells a story that will:
Take Stakeholders on an Olympic Journey. Starting from the team’s inception State Street profiles the stages, trials, hard work, and grit that will lead the athletes to Paris in 2024.
Highlight the shared vision, character and values of the sailing team, State Street and this ground-breaking Olympic event.
Show State Street’s commitment to Inclusion and Diversity in the industry and the sport.
Document the parallels between sailing and finance including risk/reward, trust, being a custodian, decision making, and adapting to changing conditions.
Engage clients by capturing the rigor, performance, technology, data, values and sense of discovery – strongly manifested by State Street’s involvement with this initiative – that helps create better outcomes for clients and the people they serve.
Engage employees by providing them with an opportunity to be part of this first-of-its-kind journey by giving them access to the athletes, producing inspirational video content for them, making other materials and messaging available via town halls (e.g. workout routines, health and well-being advice, etc.)
The State Street Marathon Sailing logo is meant to highlight the shared vision, character and values of the sailing team, State Street and this ground-breaking Olympic event. It is flexible and easy to use, including applications that vary widely in scale, material, substrate and media. How the State Street Marathon Sailing name and logos used is critical to convey meaning, maintain brand integrity and legally protect State Street’s purpose and visual integrity.
The sailing symbol is a graphic device that can be used on its own to provide more impact across brand interactions as shown on various boat branding and merchandise applications.
The primary boat is named Fearless as an echo of Fearless Girl, which represents another stance State Street took for gender equality as well as the bravery and determination the athletes will need to embody.
State Street sponsors and follows two athletes as they embark on their arduous journey to the 2024 Olympics, Francesca Clapcich (left; Two-Time Olympian, World and European Sailing Champion) and Jesse Fielding (right; Professional Sailor and Multiple World Sailing Champion).
The SSMS photography was shot by former professional sailor and founding member of the Outside Images picture agency, Paul Todd, with guidance from the State Street brand and design team, both on and offsite.
The photography reinforces the brand ethos and key messages of diversity, partnership, and performance through a uniform application of gritty tone and desaturated hues. The original imagery considers dramatic, atypical angles and perspectives as to convey the agility, tenacity and fortitude of the sport.
In general, the photography system can be sorted into five broad categories: onshore moments, offshore moments, portraits, vistas and environments, or details and abstracts.
Portraiture reflects a weathered, gritty tone and capture genuine expressions of unwavering strength, perserverance and spirit.
Though the candid images are not set in dark backgrounds, they maintain desaturated, high-contrast and crisp toning that instills a sense of rigor and authenticity. Candid portraits aim to avoid subjects looking directly into the camera and ensure they are shot in their environments to add to the authentic experience of the image.
Headshots still retain an authentic, gritty tone but feature the subject looking directly at the camera. These are for special-use cases such as interviews or biographies.
All customized performance gear was printed on Helly Hansen outer sports wear. Apparel was created for both crew, athletes and sponsors.
The State Street Marathon Sailing web page on statestreet.com reflects the endurance, diversity and performance characterized by the Olympic race and its athletes.
The SSMS social template system conveys themes of performance, endurance, responsibility, technology and leadership. Other assets highlight althlete or race updates.
When running engagement campaigns, State Street always ensures brand alignment across platforms and assets.