Got Cacti? What about Grapefruit?
One of our favorite projects is developing style guides for Major League Baseball's annual Spring Training sessions, the Grapefruit and Cactus Leagues. Any fan who has been to Spring Training facilities in Florida and Arizona knows how special the atmosphere is, and that atmosphere deserves a special branding.
Due to contractual agreements, some of our franchise rebranding projects may not be published. To request access, please visit our contact page and submit a query.
Fanbrandz worked with NHL's Creative Director, Paul Conway, to develop the branding package for the 2014 Heritage Classic -- including the primary logo, style guide, custom typeface, and vintage player/theme art.
Inspirations for the design work included historic Canadian Pacific Railway posters and shield, the Vancouver Police seal and Vancouver's iconic skyline.
The value of a custom font for your team or league is unlimited in terms of brand extension for all aspects of marketing.
Simply put, having a custom font in this day of social media mixed with first screens, second screens and traditional media gives you a whole new line of communication with your fan base, and what matters more than that?
The Winter Classic has become a New Year's Day sports classic for NHL. The throwback sweaters and open air rinks provide a unique experience that conjures up the beginnings of the sport. Fans agree as licensed products, ticket sales and broadcast ratings are off the charts.
As with most destination special events, a site survey prepares us to develop a branding program that reflects the geography, architecture, culture and influences that should inform the program desginers in a way that will resonate with both local and visiting fans.
Fanbrandz has worked with MLB Creative Services to design two decades worth of All-Star Game branding and style guides for the Midsummer Classic. Our latest project brought us to the blue skies and booming clouds of Minnesota.
Nine months after the 2013 Columbus ASG was cancelled, NHL decided that Columbus deserved to host the 2015 ASG, and we were swiftly brought back in to make updates on our original 2013 style guide -- needless to say we cannot wait for winter 2015!
The annual branding challenge we face is capturing each location's unique personality with an identity that genuinely connects with fans and stakeholders. Architectural ballpark details, mountains, cityscapes, deserts or signature friezes -- each host club and location offers a "hook" that we look to build our extensive branding programs around.
The Tampa Bay Devils Rays had been in a deep rut for many years, so when New Yorker Stuart Sternberg purchased the franchise, he immediately went to work with Matt Silverman to make changes throughout the organization. One of those changes would be to reinterpret the name "Ray" that was associated with the sting ray-like fish to a more ethereal image to portray a “ray of Florida sunshine.”
When exploring how we could best capture the essence of the 2013 All-Star site at Citi Field in Flushing, Queens, we traveled to the stadium like many Mets fans -- by hopping on the subway and getting off at the Mets/Willets Point stop. Subway platforms throughout New York City are filled with mosaic tile work, and the broad vistas of the Manhattan skyline with bridge views from Citi Field combined to inspire a graphic concept and basis for the theme art.
Having worked closely with the Blue Jays organization, we were not surprised to see Toronto's most famous celebrity pop up on the Fanbrandz Caller I.D.
We include robust theme art illustrations as part of every style guide we produce -- particularly when branding a special event.
Over the years we have learned that profound player art enhances tenfold the multitude of design communications generated around an event, and is just one example of thematic art we create for our clients. Each new set of "players" we design here at the studio holds a special place in our portfolio.
During the 2006 offseason, heading into the team's 14th NHL campaign, with the franchise still lacking a division title let alone a Stanley Cup victory, new owner’s Henry and Susan Samueli wanted to change their team name, logo system, player uniforms, and overall approach to winning a championship.... Enter Fanbrandz.
The World Series presents a challenge that involves many related logos, wordmarks and branding elements. With broadcast networks, clubs, agencies, sponsors, partners, web-masters, media and licensees all clamoring for the many subtle variations within the core family of logos -- as well as champions marks for every division -- the program needs to be built with “good bones.”
The 2009 Postseason program was a favorite of ours for a number of reasons, not least of which, that it was played in our backyard at Yankee Stadium.
Logos are constantly being reproduced on vinyl wraps that face entire sides of buildings, while other licensees are casting the same logo as tiny metal engravings for pins. These sorts of rigors aggressively test a logo system, especially one as sought after as the MLB Postseason, but fret not, dear friends, for we have a developed range of design rules and aesthetics that ensure the "durability" of our style guides and logos.
When developing the look and feel for the 2010 MLB All-Star Game, hosted by the Los Angeles Angels of Anaheim, we art directed local illustrators to create a series of images that served as a fulcrum for the branding system, which enabled us to tap into the rich, inspirational Orange County settings of orange groves and fruit crate labels.
Our first project for NASCAR dealt with Kyle Petty while he was sponsored by Mattel's Hot Wheels brand, which led us to working on other projects, including a legacy brand for the greatest driver of all time, Dale Earnhardt, brochures for NASCAR Club Members, and a complete brand identity execution for Richard Petty Enterprises.
What could be better than kayaking, kiteboarding, and hang gliding off the Outer Banks of North Carolina? It’s all part of the process when developing a new identity for Kitty Hawk Kites.
Fueled by social media and app-based filtered photography, the AstroTurf Photo Wall tradition came to fruition after Fanbrandz Principal Bill Frederick went off and coated his office's sliding wood door in a layer of the finest AstroTurf greenbacks can buy.
So come on down and see the studio -- strike your best pose and get featured on the wall!