Where We Started
The research and focus groups we conducted surfaced a huge opportunity. Nobody wants to be told how to be a fan. This is the time of self expression, of being true to who you are and sharing that with the world. Everyone loves their team, but at the end of the day they want to develop their own kind of fandom.
By tapping into fan motivations we developed a identity system that enables fans to express themselves.
Ultimately the logo becomes a vessel, the expression of fandom through the brand.
Channeling our own obsession with sports, we create endless ways for fans to engage, express, and amplify their own unique fandom. We created a distinct, clear and inspiring POV for the internal team to rally behind and an engaging promise to all sports fans.
