Project Brief
This bold and playful “Grow With Your Bros” campaign, developed from the iconic Detroit Red Wings' brand perspective, celebrates the camaraderie, passion, and personal growth that come from collaboration and working with your teammates. Drawing on the team’s rich legacy, community impact, and iconic cultural influence, this campaign emphasizes the deeper values of teamwork, resilience, and unity that define the sport.
Using the Red Wings’ reputation as "Hockeytown" and their role as a unifying force in Detroit and beyond, the campaign inspires players and fans alike to connect over their shared love for hockey and competitiveness. By embracing the team’s traditions, Me and my team members Sierra Chrisenhall, Jenna Vineyard, and Morgan Guerrieri make a campaign using a mix of nostalgia and contemporary storytelling to appeal to a diverse fraternity audience.
INSIGHTS:
When working through this “Sports Campaign” experience I noticed that researching the background of sports history, includes a lot of play in overall design. It helps me understand their background and capture their design evolution. Analyzing their design methodology, processes and their approach to problem-solving, into their core design principles and philosophies, their values and beliefs about design and their approach to marketing.
TECHNICAL SPECIFICATIONS:
1.) Adobe Illustrator
2.) Photoshop
Process
“Grow with Your Bros “ involved a deep research into the intersection of how audience are similar to design,
01 // First and foremost is the Historical Document
The history of the Red wings team and the key storylines that the our campaign Grow with your Bros. Researcging at league surveys to understand the issues the teams face and how players feel about ownership, facilities, coaches, fan base, etc. and understanding how the game has evolved and what the organization has or has not done to adapt.
02 // Demographics and Financial
Past, Present and Future Document the audience that supports your team. Compare demographic data on how patrons (new vs old generations) have evolved over the years. Explore the range of patrons and consider trends that have affected your teams. Who are the external partners, sponsors and outside organizations that help support their mission? Define free agency and salary cap and how that has affected roster construction. Define the financial impact each team has on the city i.e. tax support, tourism, population, etc. How much revenue do teams get from their respective leagues?
03 // Internal Brand Audit
Past, Present and Future Document the brand throughout its history. What are the visual assets associated with the team and how have they evolved. Look at the history of team kits and the role of footwear and apparel in its evolution. Document key examples in advertising and design and how they have influenced culture. How has this team been affected by popular culture? What are some key alliances/industries (food, music, fashion industries, etc. ) that are closely tied to the team? How does the memorabilia industry affect the brand?
04 // Brand Design Case Studies
Best Practices Visual Concept & Strategy Document sports teams including national and international entities. Compare the strategy or system that keeps brand assets organized and connected, while also looking at visual brand language, and how both speak to a culture or expression of the organization. Look for the best, while also documenting the range.
GROW WITH YOUR BROS