A FRESH BRAND CONCEPT FOR A HISTORIC FRANCHISE
As lead art director of the project, I conceptualized and lead the strategy and design direction of an exciting spec work project for the Philadelphia Phillies baseball team. Along with my team, Karma Agency produced a fresh approach to the Phillies brand identity and marketing voice.
A core element of this new identity that I thought to introduce is the concept of the lightning bolt. The idea for this motif came to me when brainstorming how to infuse Philadelphia’s rich history into the branding. Since the Liberty Bell rings in the outfield upon every home run and home game win, why not introduce Ben Franklin’s lighting bolt to strike the bell? The bolt also symbolizes a new spirit and re-charged energy for Phils fans to rally behind.