Diving Deeper with Jessica Long

Developing a show concept focused on the life, challenges, and triumphs of Paralympic champion Jessica Long. Inspired by Toyota’s 2021 Super Bowl commercial and her participation in the 2024 Olympics, I envisioned a hypothetical documentary-style show and visual identity that captures her unique story. The goal is to empower women and people with disabilities, particularly in sports, by showcasing not only her physical achievements but also the mental and emotional strength required to overcome adversity. The show seeks to inspire viewers by exploring the deeper aspects of resilience and perseverance behind her success.

Scope

Brand Development

Year

2024

The Problem

Physical feats are frequently celebrated and appear often in sports media, but the deeper mental and emotional challenges faced by athletes, especially with Paralympic and women athletes, remain underrepresented in media.

The Challenge

The challenge is to concept a show that highlights not just Jessica’s athletic success but her inner journey—emotional, mental, and psychological. It must balance authenticity and inspiration while staying respectful and empowering. The show must resonate with a broad audience, especially women and people with disabilities.

Defining the Show

I began by thoroughly researching Jessica Long’s journey, from her adoption to winning her first Paralympic medal at age 12, to her current achievements with 30 Paralympic medals. Watching her in the media, advocating for people with disabilities and inspiring others through her story, was incredibly moving. With this research as a foundation, I crafted an elevator pitch and defined the show's core concept, personality, tone of voice, and values.

Visual Identity

In developing the visual identity for Diving Deeper, I aimed to reflect Jessica Long's deep connection to water while capturing the emotional depth of her story. The design centers around a blue gradient, symbolizing the transition from surface-level awareness to a more profound understanding of her journey. Gold accents represent Jessica’s victories and resilience, while handwritten typography adds a personal, authentic touch to the show’s messaging. The abstract waves and currents further emphasize the themes of movement and growth, creating a cohesive visual system that resonates with the show’s tone of vulnerability and strength.

Conclusion and Impact

The impact of this show and brand strategy lies in its ability to craft a powerful, authentic narrative that goes beyond Jessica Long’s physical achievements. Unlike traditional sports media that often focuses solely on athletic success, Diving Deeper sets itself apart by exploring Jessica's emotional resilience, mental strength, and advocacy for people with disabilities. By delving into the personal and psychological battles behind the medals, the show creates a unique, intimate experience. This strategy not only inspires and empowers women, athletes, and people with disabilities, but it also challenges societal perceptions of success and self-worth. With its thoughtful visual identity and storytelling, the brand amplifies Jessica’s voice, fostering inclusivity and driving a broader cultural conversation about embracing adversity and one's unique journey.

Diving Deeper with Jessica Long

The Problem

The Challenge

Defining the Show

Visual Identity

Conclusion and Impact

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