Case Study: Brand Extension for a Sports Travel Company

Extra Innings Travel

For over 25 years, JapanBall has been synonymous with connecting baseball enthusiasts with unique cultural experiences in Japan. As their journey evolved, they recognized the demand to expand and offer a broader range of international sports event travel opportunities.

This inspired the expansion of Extra Innings Travel, a brand that embraced their roots while extending the spirit of adventure to new destinations around the globe.

Original JapanBall logo

New logo for brand extension

Overview

EXTRA INNINGS TRAVEL, Original Branding & Brand Extension of JapanBall

Client: Shane Barclay, Founder & President of Extra Innings (Santa Cruz, California)

Background: Shane previously worked for the Arizona Diamondbacks, the Arizona Fall League, and in International Baseball Operations at MLB's Offices of the Commissioner in both the D.R. and New York City. He assumed ownership of JapanBall in 2020 and still works as a consultant for MLB, focusing on the World Baseball Classic.

Challenge: JapanBall’s success in Japanese baseball tourism highlighted a growing demand for international expansion. Still, the absence of a distinct global brand, inconsistent planning workflows, and limited customer retention strategies presented key challenges in scaling operations and reaching new markets.

Sample of clientele and experiences from JapanBall brand 

Keyword research

Brand-specific research

Strategy

Brand Messaging: Develop a messaging framework that positioned Extra Innings Travel as the intersection of baseball passion and global cultural exploration, with a knowledgeable, adventurous, and community-driven voice.

Visual Identity: Craft a bold yet approachable visual identity that blends iconic baseball elements with global travel motifs, designed to be instantly recognizable across international audiences and adaptable to multiple platforms.

Digital Presence: Establish a unified digital presence through a responsive website and cohesive social media strategy optimized to highlight tour offerings, tell brand stories, and drive customer engagement across devices.

Marketing Materials: Produce a suite of branded marketing materials, including tour brochures, digital ads, and email templates that maintain visual consistency and communicate the unique value of Extra Innings experiences.

Community Engagement: Introduce community-building efforts through social media interaction, post-tour follow-ups, and loyalty incentives to create lasting relationships with travelers and encourage repeat bookings.

Initial concepts presented to client

New logo with visual representations detailed

Horizontal version

Submark – Version 1

Submark – Version 2 and Icons

Curated colors & fonts used

Results

Outcome & Refelection: The launch of Extra Innings Travel laid the strategic foundation for expanding JapanBall’s mission into a broader global context. We successfully positioned Extra Innings as more than a travel service by establishing a distinct brand identity, refining operational workflows, and defining clear audience segments. It became a platform for cultural exchange through the universal language of baseball.

Early feedback from past JapanBall participants and new audiences has validated the brand direction, with increased interest in upcoming tours and stronger engagement across digital channels. Internally, implementing streamlined processes and clearer communication frameworks has improved tour planning efficiency and team coordination.

This initiative reaffirmed the power of niche branding when it is rooted in passion, purpose, and community. Moving forward, Extra Innings is well-positioned to scale, diversify its offerings, and build a loyal global following, one pitch, one passport stamp at a time.

“Thank you so much for helping me get to the launch of Extra Innings Travel. I have received lots of good feedback on the branding! I think you really nailed it.” – Shane Barclay

Extra Innings Travel Announcement Video

The Extra Innings Travel brand in-use

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