Taillight’s Strategy: Building a Holistic and Inspirational Brand
To tackle this challenge, Taillight developed a comprehensive brand strategy that repositions YD3 as a champion of the well-rounded scholar-athlete. The brand pillars we crafted—Holistic Guides, Balance as an Ideal, Community Makers, Ambition Builders, and Category Creators—emphasize YD3’s role in guiding students through the entire journey, from recruitment through early career exploration.
We also created a set of dynamic positioning options, such as “Play. Learn. Thrive.” and “A Head for the Game,” to highlight YD3’s focus on athletics as part of a broader educational and life success narrative. This work culminated in a new visual identity system, which further differentiates YD3 in the crowded college recruitment space.
Driving Success: YD3’s New Brand Resonates with Diverse Audiences
Taillight’s strategic approach empowered YD3 to reposition D3 as the optimal choice for student-athletes seeking a balance between sports, academics, and personal development. By highlighting the hidden virtues of D3—such as substantial merit-based scholarships and long-term career benefits—YD3 now appeals to a broader range of students and families. The new brand messaging, visual identity, and comprehensive marketing strategy have established YD3 as a first-to-market resource, elevating its presence in the collegiate sports landscape and reinforcing its mission to support lifelong success for scholar-athletes.
