Washington already having a rebrand from a not so loved, offensive named team, to a plain named team with no character (Commanders). For years I have been wanting to do this rebrand and decided to.
Washington D.C, Northwest United States thrived as a location for Native Americans with its plaines and rivers being perfect for settling. The rebrand from, RedSkins, to Commanders had fans in uproar is it neglected the Native American history and focusing more on U.S military.
I wanted to design a new team branding that people can relate to - recognise and love all over the U.S and internationally. My research into Native American history, current NFL branding and fan made rebrands led me to use a horse as the logo mark and mascot.
When European settlers started to arrive, they brought with them, tamed horses, and this was revolutionary for the Native Americans as it allowed hunting travel and war to be more accessible and one thing that stood out to me, was the tribal paint.
Fan Made rebrand mood board
What I sent to my design partner to help pick the best logo mark.
This kind of personalisation tells a thousand stories and gives this project that slight advantage with becoming unique within the league.
I had found no other fan-made project that had gone the route of the 'war horse' therefore I knew it was the one to go for.
The three stripes symbolising successful attacks on other tribes, circle around the eye giving the horse strength and the feathers on the mane were 3 key characteristics that made this logo mark unique and different from the other 2 horse and 2 Native American branded NFL teams.
Using adobe illustrator to create the uniform mockups before I take them to the real models.It was a great way to experiment where I wanted the stripes to be, as the 3 stripes on the horse meaning success, having additional stripes on the kit would help build that narrative and identity for the team.
Brand world including many touchpoint, allowing me to learn how to utilise this new branding. Designing rivalry styled instagram posts to build that relationship with the fans. Collaborations being a large thing with NFL teams and social media it is important to practice with made-up collaborations and sponsors to balance the branding to make both sides happy.
Designing a WhatsApp collaboration for fans to send in their comments about the new brand reveal!
Mocked up
Pre Game Instagram Post
Trending Post Game that all NFL teams do
Pre Game Designed by Alex Niciou (Design partner)
Up Next graphic integrated with sponsors/promotions influenced by real NFL posts and experiences.
Designed by Alexandros Niciou (Design Partner)
Designed by Alexandros Niciou (Design Partner)
Email marketing being a vital touchpoint to promote your brand using all the uniform designs and tickets using the 3 stripes to segment the information adding to that brand depth, and the use of the grass to be recognised instantly with the comfortable relationship sports viewers have to it. Using the yellow secondary colour as the main colour is to separate it from the promotion of the garments being in the home kit deep red.
Inspired by recent official drink partnerships by premier league teams the decision to have on for the project by using a local beer, as community is everything in sport and collaborating with a local beer is a huge step forward for that connection with fans.
Stadium graphics designed to continue brand recognition that the fans know and love while at the stadium for the game.
Designed by Alexandros Niciou (Design Partner)
Designed by Alexandros Niciou (Design Partner)
Game Day Program being a vital piece of presenting and holding the brand values in, also having a chance to express imagery and unique information spreads to fans all over the country.
Game day programme front and back
