The TKJ Foundation was founded by Todd Kelly Jr., a former University of Tennessee football player with a passion for giving back to Knoxville and uplifting the next generation. His mission is rooted in both his own experience as a student-athlete and in honoring the legacy of his late brother, Zaevion Dobson, who courageously sacrificed his life to shield his friends from gunfire.

One of the Foundation’s key initiatives is Camp 24, a free football camp designed to empower young athletes on and off the field. Named in Zaevion’s honor, the camp reflects his jersey number and symbolizes strength, leadership, and selflessness. At Camp 24, kids participate in drills, stations, and competitions while also learning about integrity, teamwork, and the importance of community.

In approaching this project, we wanted the brand to reflect both the energy and excitement of athletics as well as the hope, resilience, and legacy that Zaevion represents. The strategy became clear: build a brand identity that young athletes would recognize, feel proud to wear, and that could grow with the Foundation’s programs in the future.

The logo was designed with athletic inspiration at its core. Strong, bold lines give the identity a sense of confidence, while the geometry and angles add an impression of movement and forward progress. The mark was built to stand confidently on its own while remaining versatile enough to live across apparel, promotional materials, and digital platforms.

Our goal was to create something that spoke to the energy of a sports team while also feeling approachable for community initiatives and programming. The result was a flexible identity that balances professional polish with youthful energy.

Color played a central role in tying the brand to both the University of Tennessee and Zaevion’s story. We drew from the UT orange, brightening and saturating it for a more youthful, modern feel. This vibrant orange was paired with charcoal gray and bright white, creating a simple yet bold palette that’s instantly recognizable and adaptable across mediums.

Typography was carefully chosen to extend this sense of energy. The primary italicized typeface creates a feeling of motion, progress, and athletic momentum. For body copy, we paired it with a minimal sans serif, prioritizing clarity, legibility, and balance. Together, the two typefaces reinforce both the athletic spirit and the accessibility needed for community-driven communication.

To bring the new identity to life, we developed a full suite of digital and physical brand applications. A new website was built to serve as the central hub for the Foundation, including sections for camp registration, donation opportunities, sponsorship levels, and detailed program information.

On the promotional side, we designed flyers, rack cards, and posters to spread awareness throughout Knoxville and local schools. For Camp 24 itself, we created a collection of branded materials that helped build recognition and gave campers something tangible to take home. This included footballs, t-shirts, socks, water bottles, sunscreen, cooling towels, drawstring bags, and even personalized name tags. Each item was designed to carry the TKJ identity while creating an exciting, team-like experience for participants.