New Jersey Devils - One Jersey
New Jersey only has one professional sports team - The Devils. For this reason, our goal was to unify the state behind the only jersey that represents where they are from, and create a movement that everyone would want to support. One Jersey became more than just a campaign, it became the rallying cry for the organization and everyone who calls the Garden State home.
In briefing the team, I focused them on owning design elements that only our brand could represent. Too often brands get lost in trying to create something that isn't there, instead of looking inward and owning what is there.
Ownable Design Elements
- The State of New Jersey
- Sweater Stripes
- Home, Away and Retro Colors
For this campaign we created a bullet-proof set of guidelines that would allow anyone to understand the campaigns inner workings. The goal was to set clear rules that would help us stay on brand across the thousands of pieces of creative that we would have to make during the 2015-16 season.
Season Ticket Member PAckaging
For the Season Ticket Member Packaging, we engineered two custom boxes and contents. The Premium all black version featured a soft-touch exterior with red foil and black-on-black UV printing along the spine. The standard red version featured soft-touch exterior with our retro stripes. The use of retro/green striping was to create a unique and ownable color system that elevated these fans from the ordinary ticket holds.
As part of this campaign, we also needed to advertise specific products that we sold. This meant that the campaign needed to be flexible, clear and actionable for our audience. The design system worked perfectly both for brand advertising, and revenue driving.
Home and Away Match Up Ads
Milestone social graphics