Brand Campaign: Don’t Blink - Sept 2023
Category: Digital Graphic Design
Medium: Social Media, Email, Website, App
Programs: Photoshop, Illustrator
Baltimore Ravens
The 2023 Baltimore Ravens season was filled with excitement. At the time, Head Coach John Harbaugh’s motto when it came to adversity was “Don’t Blink.” This helped the team face adversity head on and fight to the end. The use of the feared, iconic, glowing red eyes from the Baltimore Ravens’ logo and entrance tunnel help invoke the feeling of intensity and being watched by a threat. This was emphasized using red gels with a portrait photography emphasis on the players’ eyes.
The 2023 Season Campaign “Don’t Blink” for the Baltimore Ravens was to use the iconic glowing red eyes of the Baltimore Ravens’ logos as an intimidation to other teams, as well as the alternate use of Don’t Blink meaning the team doesn’t flinch when faced with adversity.
‘23 Season Creative
Gameday graphics
Gameday Graphics, Milestones, Wins, Informational and Sponsored Content for Social Media, Email and Website
AFC NORTH CHAMPIONS/playoffs
Logo and Graphics to celebrate the Ravens being 2023 AFC North Champions and Number 1 Seed.
Playoff Billboards
Playoff Billboard Alternate Concept
Unused graphic due to results of the AFC Championship Game24 Hours + Gameday GIFS
Creative Direction Mock Ups and Animated GIFs For Social Media - Animation by Baltimore Ravens
The theme for these was an insane asylum hallway to match the famous quote about the Baltimore Ravens stadium feeling like “The World's Largest Outdoor Insane Asylum’, this was then emphasized with the Don’t Blink branding including the Ravens’ logo eyes, a spiral of eyes as background texture, and text splitting.
This in-season mini-campaign with a main focus on the promotion of the alternate all-black uniforms the Ravens would be wearing on Thursday Night Football, became a rally cry for fans to show up in all black and be loud. Throughout the campaign we planned, created, and executed a photoshoot, a wordmark, various posters, a website and app takeover, ticketing advertisements, and a graphics package for social media. The idea of “Darkness” having multiple meanings as it pertains to the ferocity and speed of the team, the environment of the stadium and night time atmosphere.
DARKNESS THERE
AND NOTHING MORE
DArkness LAUNCH Graphics
Over 100 graphics were created from between Wednesday photoshoot to the following Monday’s launch, Below is a small sample of the graphics produced. These graphics were used as a special takeover on social media, email, website, app, in-stadium, billboards and more. At the bottom of this section is a PDF case study with a more in depth breakdown and analysis.
Creative Direction: Dave Heringer, Photography: Shawn Hubbard, Additional Graphics: Jake Rose
1:1 Square Launch graphics
4:5 PORTRAIT LAUNCH POSTERS
PHOTOGRAPHY
WEBSITE TAKEOVER VIDEO
Twitter reveal post
LAUNCH WALLPAPERS
Site, APP and Email Graphics
Click the button below to download the full case study
In 2023, the Baltimore Ravens player the Tennessee Titans in London’s Tottenham Hotspurs Stadium. Using the culture and pop-culture of London a graphics package was created using the Union Jack Flag, Harry Potter, British Punk, and Ted Lasso as elements within the graphics.
LONDON CALLING
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
