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PREPARED BY Scarlett Creative Co.

BRAND GUIDE: THE PLAYBOOK DATE JULY 2022

TABLE OF CONTENTS 01

WELCOME

04 INTENTION 09 PURPOSE 12 VALUES 13 AUDIENCE 16 DIFFERENTIATION 20 VOICE 22 LOGOS 24 COLOR SYSTEM 28 TYPOGRAPHY

WELCOME

WELCOME Our brand is our North Star. It is the most important stat on the sheet. It is who we are, what we do, and why we do it. Within these pages lies the playbook to our brand - our guidelines, our principles, and some rules that inform and help us stay true to our identity. If you are reading this, please know that you are a valued member of this team. We are grateful for the part you play in this journey and for this brand that we have collectively curated. Most of all, we are grateful to have teammates committed to our shared vision. Thank you for helping us achieve our goals and pursue our mission. More wins to come. Sincerely,

WELCOME

OUR ORIGIN STORY

Our story starts with our founder, Fred Jones. Growing up in Portland, playing college ball for the Oregon Ducks, and navigating life as a pro baller around the League, Fred gained great insight into the game of basketball and all the cogs in the machine that make it go. From learning about Phil Knight and Nike's genesis to seeing how different teams structure their staffs across the NBA. to pursuing entrepreneurship after his playing career, Jones realized just how many avenues there are to making a career out of the game of basketball. It then became his mission to expose the youth to this reality. Using Fred as the example, kids are able to see all the different ways basketball has impacted his life and how it can impact their lives as well. This not only provides representation for kids who look like Fred, but it shows them what paths are possible to navigate as someone who wants to work in or around the sport. Loving the game of basketball doesn’t mean the only way you can fulfill your love is through playing at the highest level. You can still work in basketball in retail, in medicine, in creative, in business. Love The Game works to instill confidence, create community, and cultivate curiosity in every player it comes in contact with. In this instance, Shoot 360 is a conduit for Love The Game's mission, vision, and application. Shoot 360 is an unbelievable product on its own. When complemented with Love The Game? Unbeatable. 03

INTENTION

THE INTENTION This style guide is the playbook for our team. It is our pre-set plan of action drawn to uphold the standard of service that we intend to provide at Shoot 360 through the lens of Love The Game.

Regardless of your position on this team - manager, coach, intern – your role is essential to the unit. Allow this style guide to serve as a tool that helps you maximize your performance.

Embrace your own unique style and use this guide as a lifeline, not a dogma. This playbook can enhance your game, but it will never be the sole reason for a win. There are some pieces of this guide that will require a standardized approach, but this is far from its focus. It will be your personal approach that ultimately upholds and uplifts the culture that we strive to create at Shoot 360 through Love The Game.

Our unique value comes not in limiting creativity and autonomy, but in cultivating innovation.

This style guide will evolve as we evolve. It will adapt as we adapt. And as it does so, it will keep our team in synergy and moving at the same pace.

INTENTION

The style outlined in this guide is here to empower you to make big plays. Every interaction with Shoot 360 by Love the Game should feel a certain way, and this guide will help to ensure that.

A team that is consistent in their messaging, tied together in tone, and unified under a common goal will always win the day. RIGHT TEAM, RIGHT OBJECTIVE, RIGHT CHAMPION.

QUESTIONS? Nicole Rodriguez Dayton nic@nayahstudio.com Patrick Benson patrick@shoot360ltg.com

FOUNDATION

THE FOUNDATION PURPOSE CORE VALUES TARGET AUDIENCE AUDIENCE SEGMENTATION DIFFERENTATION

FOUNDATION

PURPOSE + CORE VALUES Consumers today are more conscious about their brand relationships than ever before. Relationships are cultivated with brands that not only deliver desired quality but also represent alignment with their beliefs and values. As the conscious consumer is constantly seeking alignment, we are constantly seeking awareness of how we are represented in the world. We want to ensure that we are outwardly perceived in a fashion that matches who we are. People’s perception of us in the gym, on social media, and online is a direct reflection of how we carry ourselves in those environments. Our strategy is to effectively communicate what we do and why we do it… and then do it.

This section of the playbook outlines our purpose and our core values.

UR PURPOS

FOUNDATION

THROUGH THE LOVE OF THE GAME OF BASKETBALL, WE STRIVE TO CREATE A COMMUNITY THAT LEVERAGES AN INNOVATIVE APPROACH TO MEASURABLE IMPROVEMENT FOR ON-COURT PERFORMANCE WHILE CULTIVATING A CULTURE THAT BUILDS CONFIDENCE AND PROMOTES PERSONAL GROWTH OFF OF THE HARDWOOD.

FOUNDATION

CORE VALUES

OPTIMIZE EXPERIENCE

ITERATE + INNOVATE

TEAM-FIRST

GROWTH IMPACT

Every decision we make is in the best interest of our players. We optimize the Shoot 360 experience for our players through measurable performance indicators (metrics), consistent constructive coaching, and intentionally creating a sense of belonging. Most importantly, our players have fun and find their own love of the game. The optimal experience for our players is a win for us.

We pride ourselves on being the most technologically advanced basketball gym in the world. Our technology is the foundation of our proven model. We understand that to maintain an innovative approach, we must continue to iterate our processes and listen to the data when determining what is best for our players.

We are an extension of the at-home support system of our players. We are a teammate. Our role is to show up for our players and guardians with a consistent, positive feedback loop. We do whatever is best for the team.

Tenacity is necessary for any worthwhile pursuit in life. Shoot 360 by Love The Game embodies this belief as we join our players in a tenacious pursuit of improving their basketball skills. To maintain a growth mindset requires bringing energy on the tough days and challenging complacency at every turn. The growth mindset is the cornerstone of our culture.

TARGET AUDIENCE We know who we are, what we do, and why we do it. Our unique collective experience has helped us identify the audiences who are most aligned with our attributes. We also face a unique challenge in our audience - it's made up of two sets, the buyer and the user.

USER

AGE

30-65

AGE

5-16

RELATIONSHIP TO USER

PARENT/GUARDIAN

RELATIONSHIP TO USER

CHILD/GRANDCHILD

LOCATION

WITHIN 25 MILES OF GYM

LOCATION

WITHIN 25 MILES OF GYM

PURCHASE ROLE

MAKES PURCHASE

PURCHASE ROLE

INFLUENCES PURCHASE

FOUNDATION

BUYER

AUDIENCE SEGMENTATION

FOUNDATION

BUYER

USER

WANTS TO BUILD THEIR CHILD'S CONFIDENCE

WANT TO IMPROVE THEIR BASKETBALL SKILLS

LOOKING TO IMPROVE THEIR CHILD'S BASKETBALL SKILLS

LOOKING FOR A PLACE TO SOCIALIZE WITH THEIR PEERS

SEEKING TRUSTED AFTERSCHOOL OR SUMMERTIME ACTIVITIES FOR THEIR CHILD

SEEKING SOMETHING FUN AND DIFFERENT OUTSIDE OF THEIR NORMAL SCHOOL AND HOME ROUTINES

DIFFERENTIATION FOUNDATION

WHAT MAKES US DIFFERENT THAN OUR COMPETITORS?

INNOVATIVE

COMMUNITYFOCUSED

INCLUSIVE

INTERACTIVE

We leverage technology to identify areas for improvement.

We are an extension of the support system. Incentivized to focus on the user and provide them with an enjoyable experience.

We do not require users to “make the team” in order to access our experienced coaching staff.

We focus on our online presence and our involvement with our users continues beyond the gym via our social media and content strategies.

We use data-driven measurables to track skills development.

IDENTITY 18

THE IDENTITY VOICE POSITIONING LOGOS COLOR SYSTEM TYPOGRAPHY SOCIAL MEDIA

IDENTITY

OUR VOICE The consistent experience of our aligned audience when they step foot in our gyms is what builds the trusting relationship. We understand that it is critical to treat any experience with our brand with the same care. We maintain a consistent personality and voice through every interaction.

WE SPEAK WITH... AUTHENTICITY

CONVICTION

INSPIRATION

ALWAYS

with intention adding value

confident experienced purpose-driven

motivating positive growth-oriented

NEVER NEVER

robotic cookie-cutter salesy

unsure confused passive

NEVER deconstructive hopeless dull

We seek to leave no uncertainty in the value that we deliver. We are proud of who we are and what we do, so we position our brand with confidence.

IDENTITY

BRAND POSITIONING

Shoot 360 by Love the Game offers the best solution to basketball skills improvement through innovative technology and measurable performance indicators, while leveraging experienced coaching to cultivate a community of support and promotion of personal development.

LOGOS

IDENTITY

As a Shoot 360 franchise, there are several rules in place set by Shoot 360 corporate that must be adhered to. However, most of these limitations are tied to print and communication, leaving flexibility around logo identity on digital + social media.

PRIMARY FULL COLOR

SOLID COLOR LOGO

HORIZONTAL LOGO

BALL ONLY LOGO

IN THE EVENT THAT VERTICAL SPACING IS LIMITED, A HORIZONTAL VERSION OF THE LOGO CAN BE USED.

IDENTITY

THIS IS THE PRIMARY LOGO TO USE, WHICH INCLUDES THE BALL LOGO AND A STACKED SHOOT 360 TYPEFACE.

THE SOLID BLACK VERSION IS ONLY TO BE USED FOR FAX AND SOME FORMES OF BLACK/WHITE PRINTING APPLICATIONS.

THE BALL ONLY LOGO IS TO BE USED FOR THE SOCIAL MEDIA PROFILE IMAGES AND ANY PLACE WHERE A SQUARE OR THUMBNAIL IS THE ONLY SIZE AVAILABLE FOR OUR LOGO.

In addition to the Shoot 360 Logos, we also have the ability to implement the Love The Game logos.

LOVE THE GAME LOGOS THE LOVE THE GAME LOGOS ARE TO BE IMPLEMENTED ON CONTENT THAT PERTAINS ONLY TO THE LOVE THE GAME MISSION AND IS DEVOID OF SHOOT 360 INFORMATION, PROMOTIONS, OR SERVICES.

IDENTITY

COLOR SYSTEM

The colors we have chosen for our brand are key when it comes to differentiation and brand recognition. To maintain a cohesive image and optimize the strength of our visual identity, it is vital that our colors remain uniform.

IDENTITY

BRAND COLOR PALETTE

Again, as a Shoot 360 franchise, there are several rules in place set at the corporate level that must be adhered to. However, Shoot 360 by Love The Game stands out amongst the rest physically, and it should visibly too. We've revitalized the Shoot 360 corporate color palette with the addition of two new tones. These colors should spark interest from content consumers + allow us to broaden our spectrum to appeal to more users accross social media and digital platforms.

100%

TINT SYSTEM IDENTITY

80%

Although we prefer our brand colors be used in their true form, some situations require the use of color tints. If necessary, use the provided tint step system, keeping legibility the priority.

60% 40% 20% 27

IDENTITY 28

TYPOGRAPHY

BRAND FONTS

HEADINGS, SUBHEADINGS

AaBbCcDdEeFf 1234567890 @!#$%&* HELIOS EXTENDED

IDENTITY

The way our letters, numbers and symbols are presented in all materials produced for digital consumption by Shoot 360 via Love The Game is a vital aspect of our brand's identity. Please adhere to the fonts and suggestions outlined here in order to maintain a strong, cohesive visual identity across platforms.

CY GROTESK GRAND

BODY TEXT

AaBbCcDdEeFf 1234567890 @!#$%&* 29

This font is to be used for headings and subheadings. It should only be used in capital letters.

CY GROTESK GRAND

Regular

Bold

This font is to be used for body text.

IThis font is to be used when trying to match titles to the Shoot 360 webpage font and should only be used in capital letters.

Helios Extended Regular

ANTON

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789()><.,?/:;"'-+=!@#$%^&*|\

IDENTITY

CY GROTESK GRAND

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789()><.,?/:;"'-+=!@#$%^&*|\

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789()><.,?/:;"'-+=!@#$%^&*|\

PREPARED BY Scarlett Creative Co.

THANK YOU From everyone at Love The Game + Shoot 360, thank you for your commitment to excellence, attention to detail, firm support, and your teamwork in making our dreams a reality for not only our team, but for every person that interacts with our brand. We cannot win alone, it takes every player to accomplish our goals. RIGHT TEAM, RIGHT OBJECTIVE, RIGHT CHAMPION.

More wins to come. Sincerely,