Tour of Americas
Social Campaign
a series of youth wrestling tournaments and events, with media coverage and live streaming provided by FloWrestling.
About the Project
A brand campaign that involved a full design system creation for a series of wresting events. This included social promotional materials, live event graphics and templates used across social and during the live streamed events.
Deliverables
Format
Various Image/Video
Formats
Style
Bold, Grit, Competitive
Timing
Various
Specks
Various Social & live event Proportions
Outline
a social and design campaign for the Tour of America’s Series to build buzz around the event and highlight its diverse lineup of athletes.
We worked with a rotating roster of athletes and rolling announcements across multiple dates. The campaign ran on various social platforms and needed ad banners plus on-site promo materials. To keep production nimble, we built a flexible set of template layouts in all the key aspect ratios, so the team could swap in new copy, dates, and athlete imagery without having to redesign every asset.
This was a visually intense, competition-driven style combining bold typography, gritty textures, and high-contrast athlete photography. The design evokes strength, determination, and the raw edge of elite wrestling.
Goal: Drive registrations, increase awareness, build hype, and boost engagement among wrestlers, parents, and coaches.
Target Audience
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Youth Wrestlers (Ages 8–18)
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Wrestling Parents & Families
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High School Coaches
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Alumni wrestlers
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Event Sponsors & Sporting Brands
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Wrestling-focused outlets
Design Visuals
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Bold
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Competitive
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High-Energy
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Gritty
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Grunge Texture
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Noise Overlay
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Subtle Halftones
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Modern Americana
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Raw
Color Palette
Software used
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Figma
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Illustrator
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After Effects
Rollout Strategy
week 1
Awareness + Announcement
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Full tournament name, dates, location
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Bold graphics featuring top athletes
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Tag local clubs, coaches, and wrestling channels
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Templates that teams and athletes can repost with their team logo
week 2
Competitor Spotlight + Value Building
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Feature returning champs, standout wrestlers, or rising youth
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Athlete Spotlights
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Training Reels
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Athlete Quotes
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Coach Testimonials
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“Why This Tournament?” Carousel
week 3
Hype, Urgency + Final Push
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Countdown Posts
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Matchup Teasers
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Behind-The-Scenes Prep
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Schedule & and "Everything you need to know" posts
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Live Q&A Story
UGC
Challenge
UGC of wrestlers and their best takedowns. Repost the best. #TakedownChallenge
Polls & Interactive posts
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“What weight class are you?”
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“Are you competing or watching?”
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“Favorite takedown"
Stylescape
These are initial visual style ideas that were designed to generate the mood and direction headed for the campaign.
Template Assets
Outcome
The campaign significantly boosted event visibility and fan engagement. Social media posts saw an increase in engagement compared to previous events. Because of the flexible template system, creative production time was cut by a significant percentage, allowing last-minute athlete additions and date changes without extra design cost.