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. 

Photo - Brad Getty

Photo - Brad Getty

We’re trying to create a platform to make sure that our brand is representing the community, no matter what business you are in, you have to ask yourself: What is our why? What is our purpose for being here?
— Hugh Weber - President

Creative

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
  • Players

 

One Jersey logo

One Jersey logo

Brand Guidelines

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. 

CREATIVE EXAMPLES

Launch Billboard

Launch Billboard

Website - MLBam limited branding to top nav and background

Website - MLBam limited branding to top nav and background

Schedule

Schedule

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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. 

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Home and Away Match Up Ads

Milestone social graphics

The campaign was injected into the 3D projection to extend the idea into game day

The campaign was injected into the 3D projection to extend the idea into game day

Collateral

Collateral