This campaign took an evergreen approach, unifying the overall brand identity into a fully integrated marketing platform. Working closely with the talented agency Bravely, I led the design direction, ensuring the creative vision translated seamlessly into visuals. We infused energy into the system with blurred glows, motion streaks, and high-contrast elements, reinforcing a sense of movement. As the campaign evolved, we transitioned from a lighthearted, playful tone to a more intense and emotional aesthetic, utilizing high contrast, deep shadows, jagged strokes, expressive typography, and organic textures to emphasize the brand’s strength and toughness.

To ensure cohesion, we developed a comprehensive style guide, providing a launching point for seamless integration across the entire organization.

For the 2020 season, we took a bold new approach to the team’s branding. Given the challenging circumstances of the pandemic, we wanted to counterbalance the uncertainty with vibrant, high-energy visuals—offering fans an entertaining escape and a moment of joy through difficult times. To achieve this, we introduced organic geometric patterns and expressive design elements, making the brand feel more bright, engaging, and dynamic. The full-color palette was reintroduced, and the visuals came to life through a sense of rhythm and movement.

With a new coaching staff and the unveiling of new uniforms, we were tasked with creating a visual aesthetic that complemented the modern look and feel while avoiding the pitfalls of over-minimalization. Working alongside our photographer, we crafted media visuals that showcased the new uniforms and top-tier athletes.

By utilizing a live preview monitor on set, we were able to review and refine the photos in real-time, ensuring alignment with the overall creative direction. The design strongly emphasized brand colors and incorporated subtle textures, adding an organic feel to the compositions. Delicate particle elements were also introduced to enhance motion and create a more dynamic visual experience. This foundation was then expanded into a broader suite of graphics that carried the aesthetic across multiple platforms.