Brand Campaign: Rise and Conquer - Sept 2024
Category: Digital Graphic Design
Medium: Social Media, Email, Website, App
Programs: Photoshop, Illustrator
Baltimore Ravens
Trying to carry the momentum off of a very successful 2023 season, the Baltimore Ravens “Rise and Conquer” campaign was about no longer being the underdog and showing the rest of the NFL that they could continue to get better and Rise to the top and Conquer all who opposed. The theme of it was meant to be more cinematic while introducing fire as an element to continue the theme of the Ravens being the hot team in the NFL. There were also two mini campaigns for Darkness There and Nothing More and Purple Rising which can be skipped ahead using the buttons below.
The 2024 Season Rise and Conquer for the Baltimore Ravens was to bring in a more cinematic movie poster approach with elements like fire being included to represent the team getting off to a fast start and continuing the hot streak from the previous season.
‘24 Season Creative
Campaign Launch Poster
Fantasy movie style poster to launch the Rise and Conquer Campaign + Layer Breakdown
Some additional details about the poster that are little easter eggs include, an hourglass to depict that the official start of the campaign is near, Ravens logos along the base of the hourglass, a Ravens shield logo that was hand painted into the side of the mountain, and the book in her hand is my copy of Edgar Allen Poe’s Collected Works.
Special thank you to my friend and Love is Blind season 7 cast member, Katie Bollinger, who excitedly dressed up for this shoot!Gameday graphics
Gameday Graphics, Milestones, Wins, Informational and Sponsored Content for Social Media, Email and Website
roster carousel
Instagram Carousel for the initial 53-Man Roster
AFC NORTH CHAMPIONS
Logo and Graphics to celebrate the Ravens being AFC North Champions in back-to-back seasons.
Alternate logo used on smaller executions
Playoff graphics
Graphics Announcing Playoff Matchups and Playoff Hub website activations
Gameday GIFS
Creative Direction Mock Ups and Animated GIFs For Social Media - Animation by Baltimore Ravens
Additional Social Media Graphics
Social media graphics that were before brand launch or one off graphics that didn’t require to be Rise and Conquer branded
1:1 Square graphics
4:5 PORTRAIT graphics
Email designs
The 2024 Season Brought the Ravens their first ever alternate helmet. This helmet was a purple shell with gold accents in color to be worn with the color rush all purple and gold uniforms. It also for the first time ever on a Baltimore Ravens helmet featured the “Front Facing Bird” logo.
PURPLE RISES
Problem: Despite having amazing feedback, one issue was brought up. The graphics predominately used the 2 players from the 2023 photoshoot across so many executions could have felt repetitive or caused confusion. However, despite requiring a photoshoot with more players was in need, we were over budget from having the Purple Rising Helmet photoshoot earlier in the year.
Solution: I had an idea for a photoshoot that would require a maximum budget of $100 for a few small mirror tiles, one of the projectors we had in the building, and a small box. The projector shines a photo from a previous year on the roof, while the broken mirror in a box reflected unique results into the camera on a tripod. Each photo, we’d turn the box or adjust the positioning of the camera to provide varying results as seen below.
Feedback: The ‘Darkness There and Nothing More” campaign in 2023 was a massive hit among fans, social media and internal stakeholders. The tie in from the Edgar Allen Poe quote into the dark uniform was a great nod to the history of the team. The graphics and photography from the last campaign fit the theme perfectly and had that perfect ratio of horror to football.
After the success of the 2023 Campaign, “Darkness There and Nothing More” was brought back in 2024. In order to elevate the 2023 look, there was a need for a photoshoot to create new assets, which required being frugal and creative. This campaign created a need for posters, website and app takeover, ticketing advertisements, and social media graphics.
darkness 2024
PHOTOGRAPHY (untreated)
PHOTOGRAPHY (treated) - Single and Multiple Photos
Behind the Scenes
Launch Carousel
Problem: Despite having amazing feedback, one issue was brought up. The graphics predominately used the 2 players from the 2023 photoshoot across so many executions could have felt repetitive or caused confusion. However, despite requiring a photoshoot with more players was in need, we were over budget from having the Purple Rising Helmet photoshoot earlier in the year.
Solution: I had an idea for a photoshoot that would require a maximum budget of $100 for a few small mirror tiles, one of the projectors we had in the building, and a small box. The projector shines a photo from a previous year on the roof, while the broken mirror in a box reflected unique results into the camera on a tripod. Each photo, we’d turn the box or adjust the positioning of the camera to provide varying results as seen below.
Feedback: The ‘Darkness There and Nothing More” campaign in 2023 was a massive hit among fans, social media and internal stakeholders. The tie in from the Edgar Allen Poe quote into the dark uniform was a great nod to the history of the team. The graphics and photography from the last campaign fit the theme perfectly and had that perfect ratio of horror to football.
Twitter reveal post
Desktop Wallpaper and App splash screens
pLAYER WALLPAPERS
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 start of the New League Year often brings exciting players to new teams. A jersey swap is one of the best ways to get your fans excited for a new player or announce their jersey number to fans.
FREE AGENCY
Derrick Henry & Deandre Hopkins
Jersey swaps for star players and future Hall of Fame players Derrick Henry and Deandre Hopkins. While Hopkins wasn’t added until the 2025 offseason since my time with the Ravens was wrapping up, I wanted to make sure it was still showcased with the other jersey swaps.
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 Detroit, the Creative Direction using the assets became an Art Deco and Geometric pattern based design.
‘24 NFL DRAFT
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.
Schedule release
“RONNIE THE RAVEN”
The idea for the 2024 schedule release was to have Baltimore born and raised actor, comedian and podcaster Stavros Halkias be the fun key art role out of the schedule. This concept came from Stavros’ infamous TikTok videos reacting to the outcome of Baltimore Ravens games as his alter-ego Ronnie the Raven.
This included planning and organizing a shoot with Stavros who was awesome to work with. As a lifelong Ravens fan, he was up for whatever and the photos for the non-player based schedules came out great. These photos were used in a variety of executions across the Baltimore Ravens' website and social media channels.
There are also a few announcement graphics for the Baltimore Ravens' first 2 games of the '24 season.
The NFL and EA Sports collaborate and do a big release to celebrate player rankings and also inspire others to play harder to get theirs up. It’s a great blend of football and gaming culture since gaming is such a large part of life now.
MADDEN ‘25 RATINGS
The design style for these were made before the Rise and Conquer Campaign launched, but I wanted them to still have a cinematic lighting style with a blend of technological elements to emphasize the gaming culture.
Theme: TRON meets Football.
Madden 99 Club
To celebrate a player reaching a 99 Rating in Madden, the NFL and Madden sent a special pair of Gold Cleats to be photographed and posted along with a gold theme.
