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Gaytlsports.com | Promotional Postcard
We explored the client’s initial concept—a basic overview of the content to be covered on the site. At the end of the first round of experiments we felt we were somehow falling short of really connecting to the audience. We sat scratching our heads, lab monkey style, thinking “What makes lesbians AND gay men click? What makes them BOTH say ‘Aha!’?” Back in the lab we hypothesized that we needed to treat our audiences individually. We brainstormed sports terms in search of a connection between the seemingly straight world of sports and the world of the site’s readers. We experimented with various combinations of sports terms and their definitions until we found the perfect pairings. Atlanta’s gay rugby team is well known and has a very loyal following. By infiltrating their ranks first, we hoped to garner the support of these influencers in the gay sports subculture of the region. As we zeroed in on rugby terminology, one word in particular delighted and amused us—scrum. It conjured connections to other more lewd terminology very specifically associated with men, and the definition made us giggle like eighth graders. The gay undertones inspired our tag line, and the visuals followed pretty easily. The flip side of the postcard builds upon the same construct but targets the site’s lesbian readers. Breaststroke. Of course. It does sound gay, doesn’t it? |
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After the owner of Gaytlsports.com approached us to design a promotional postcard we began proposing questions to allow us to effectively reach the site’s core audience—lesbian and gay male sports enthusiasts.