MY ROLE: Concept Development, Brand Identity Development, Graphic Development
PROJECT SCOPE: Brand Visual Identity (Brand Identity narrative, Logo and alternate logo design, color, Wordmarks, custom alphabet), Uniform Design, Pitch Creative Direction, Campaign Concept, Marcom Design (social, OOH)
TIMELINE: Identity and Uniform development 8 months, Campaign execution 2 weeks
PROJECT OVERVIEW: When the New York Islanders relocated their home arena to the Barclays Center in Brooklyn, NY, the team saw this as an opportunity to grow its brand with the significant consumer base of the greater New York City area. To do this they needed to find a way to raise awareness, create a connection, and market the brand to the new community in a way that would resonate with its consumers. The solution was to create a brand identity narrative through an alternate uniform that culturally connected the brand to its new home in Brooklyn. This new brand identity would become the narrative for an awareness campaign driving season ticket sales as well as new merchandise sales.
FINAL ALTERNATE UNIFORM IDENTITY
OOH & SOCIAL MEDIA AWARENESS CAMPAIGN
UNIFORM BRANDING IDENTITY DETAILS
CONCEPT PITCH DECK