Brand Campaign: Always More Never Less
Category: Digital Graphic Design
Medium: Social Media, Email, Website, App
Programs: Photoshop, Illustrator
Baltimore Ravens
The 2018 season for the Baltimore Ravens was my first with the team. My first season was using the Always More Never Less campaign which used clouds and a grainy paper texture as overlays with a unique gradient map to desaturate the uniforms and skin and add a purple hue. The show stopper was the blackletter font with a stippling shadow similar to a tattoo. This was very unique to see with an NFL team. The font was chosen because the bottom shape of certain letters and numbers resembled the shape of the Maryland Flag.
The 2018 season started a little slow for the Baltimore Ravens before bringing out 2 important new pieces to the organization: myself and Lamar Jackson. My tenure with the Baltimore Ravens began in late October, right before QB Lamar Jackson took over as the starter. While I don’t attribute any of the team’s on-field success with graphics I’ve or any of the other designers created, however, with an improved social presence, the most unique look in the NFL, and the most exciting quarterback in the league, it was very easy to bring in new fans while paying tribute to the team’s history and lore started by the Edgar Allan Poe poem “The Raven”. Taking over a team below .500 and winning 6 of the last 7 games, the Ravens were back in the playoffs.
‘18 Season Creative
Gameday, Threads, and AWARD graphics
Graphics to announce the gameday, time, sponsor, uniform, stats and opponents.
GAMEDAY GRAPHICS
MILESTONES AND AWARDS
2018 AFC NORTH CHAMPIONS
Social Media and In-Stadium Board graphics to announce the Baltimore Ravens making the playoffs.
Vote and Roster Graphics for the Baltimore Ravens Players that were nominated/made the final roster of the 2018/2019 NFL Pro Bowl in Orlando Florida.
Pro BoWL ‘19
Social media graphics that were used to promote when a player had a good game and direct the fans to where to vote for their favorite players.
Wallpaper Wednesday became a fan favorite with the Baltimore Ravens as it was up to the creative’s discretion and artistic expression over branding. Allowing the designers to be creative outside of the brand is important because it can create new ideas, keep designers motivated and away from feeling complacent, while also having the possibility to go viral for creativity. I stood firmly within my role that while the Wallpaper Wednesday portion could be sponsored, no wallpapers themselves would ever have a sponsor logo on them (aside from Schedule Release) because this was more about the art than the sponsor. If there was any confliction with a sponsor it could sacrifice creativity and delay in approvals.
WALLPAPERS
Each season, the NFL allows players to wear custom cleats to raise awareness and money for charity. These game worn cleats are then auctioned off to raise more money for the charity. This project often included setting up a photoshoot, designing graphics or designing cleats and working with shoe artists.
MY CAUSE MY CLETS 2018
Photos of Cleats: Shawn Hubbard
I was approached by the Baltimore Ravens Head of Ticketing, wanting to thank all the Season Ticket Holders with a social media post with the inclusion of all their names. After culling through an Xcel Spreadsheet with all the names of Season Ticket Holders and removing all businesses I was left with approximately 20,000 names. Creating a mural that’s legible on social media wasn’t an easy task, but I did my best and think it came out pretty good all things considered.
THANK YOU FANS MURAL
