Brand Campaign: Ball More/Always More Never Less v4
Category: Digital Graphic Design
Medium: Social Media, Email, Website, App
Programs: Photoshop, Illustrator
Baltimore Ravens
The 2021 Season’s Creative Direction was to create a lighter, brighter, Always More Never Less theme assets with the initial tagline as Ball More, however, the tagline was later switched back to the Always More Never Less theme. After the 2020 Covid-19 Season didn’t allow for fans to be present at any Baltimore Ravens games, a brighter theme was to welcome fans back to the stadium.
The 2022 season for the Baltimore Ravens began the #AndFootball campaign. This campaign was created to be adaptable to iconic moments from both the season and team history with the use of the Maryland Flag pattern as a major graphic element.
‘21 Season Creative
Gameday, Threads, and AWARD graphics
Graphics to announce the gameday, time, sponsor, uniform, stats and opponents.
gameday + 24 hr GIFS
Gifs from the 2021 Season had a lighter tone unless used specifically for games reflecting the all black or color rush uniforms.
PRO BOWL GRAPHICS
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
The 2021 Offseason started by locking up current players into a longer term contracts as well as a few minor trades. Then a couple of bigger name guys were signed in Wide Receiver Sammy Watkins, a former 1st-Round Pick and long time consistent starter and former 1st-Round Offensive Lineman Kevin Zeitler.
FREE AGENCY
The NFL Draft is an exciting time. Every year, the league provides assets that are to be used as teams see fit to create a unified look across all 32 teams. With the NFL Draft in Cleveland, the implementation of the block font, grunge paint sprays and graffiti patterns with the addition of a black tape texture was incorporated into the graphics.
‘21 NFL DRAFT
PRE-DRAFT HYpe/TYPOGRAPHY GRAPHICS
Social media graphics to get the fans excited about the upcoming NFL Draft by using previous first-round picks and the wording used when announcing the picks.
The shape of the background turns into a stage to replicate the stage used for the NFL Draft.
Additional Social Media Graphics
Social media graphics that were before brand launch or one off graphics that didn’t require to be #AndFootball branded
Every year, the NFL and each team unveil their schedule and tickets going on sale. These often have a theme that coincide with either the team’s current brand campaign or a one off pop-culture theme. The opponents graphic was a composite of the stadium through the window with a photo of the desk inside Edgar Allan Poe’s house in Baltimore. The countdown to the season opener in Las Vegas includes poker chips and playing cards.
Schedule release
In 2021, the Baltimore Ravens added an Augmented Reality Photobooth where fans could virtually take photos with their favorite players. My task was to create the logo, user interface (from custom keyboards, headshots of players, backgrounds, and buttons) as well as to create the wrap that would cover the whole machine.
SQUAD SNAPS EXPERIENCE
Problem: During the 2019 season, the Baltimore Ravens were having a hard time getting fans into their seats before the start of the game which created long lines and empty crowds for much of the 1st Quarter.
Logo: The original idea for the Squad Snaps Logo was a camera body leading into text with the Ravens logo being inside the lens. Once Squad Snaps was sponsored, the addition of the Coca Cola Zero Sugar logo was included coming out of the bottom to look like a polaroid picture being printed paying homage to an old school photobooth.
Photos/Screengrabs
Implementation: The Ravens digital media team worked with a company local to Baltimore called Balti Virtual. Balti Virtual built the machine and code from the ground up so everything was customizable. This included the logo, user interface (custom keyboards, player selection headshots, backgrounds, and buttons) as well as the exterior wrap. The them of the interface was a mix of technology plus the nostalgia of a photobooth which brought me to a “Tron-like” grid and selection screen that resembled old school fighting video games.
Feedback: The fans absolutely loved this addition to the stadium, while it didn’t solve every problem, it definitely helped drive fans in to the stadium. The line was so long during the first game, that the Ravens ordered another kiosk for the upper concourse of stadium, as well as a portable kiosk that would be brought to fan events and training camp.
Wrap: The wrap was to be a generic Ravens purple with the logo and text on it. The inclusion of the #RavensFlock would allow the Ravens to track how many users posted it on their social media and allow for additional free marketing.
Launch Video
