The Center for Healing and Justice Through Sport
Overview
With the devastating pandemic, renewed demands for racial justice and the distressed nature of youth sports, in 2020, sports consulting company WeCoach decided to restructure and rebrand into a non-profit called Center for Healing and Justice Through Sport. The new organization came to Ghost Note Agency to manage its rebrand.
As the copywriter for this project, I began by sitting down with the co-founders of WeCoach to hear the thought process behind the company’s transition. I then crafted a brand framework that shaped the narrative and creative direction for their new organization. One of my favorite parts of this project was interviewing six “everyday sports legends” from around the U.S. for CHJS’s launch campaign and writing profiles about how their experiences led them to leverage sport as a mechanism for healing. It was an honor working with this wonderful organization as they burst joyfully onto the scene to show the world that nothing has the power to heal like sport.
Project Roles:
Brand Framework and Tagline Creation
Subject Interviews
Copywriting (website, social media, email, long-form profiles)
Everyday Legend Profiles
Anthony Andino
The first time Anthony Andino came to the Henry Street Settlement—where he serves as program coordinator today—was in 2004, after his family was displaced from their apartment building in Brooklyn due to a fire.
Claire and Leo Perry
“Everyone should be healing-centered,” Perry said. “Parents, coaches, CEOS. Everybody. Everything I do as a healing-centered coach is the same thing I do as a parent.”
Kelli Stewart
Kelli Stewart didn’t grow up playing many youth sports, but she knows firsthand that, sometimes, all it takes for a child to not be overtaken by trauma is one positive adult relationship.