CLIENT : BIG 3 | DETROIT AMPS
PROJECT TYPE: CREATIVE DIRECTION / DESIGN
developed complete FRANCHISE identity and cultural world, with creative direction spanning every expression of the brand. The project encompassed the conceptual development of the team’s NAME, logos and visual identity, uniform design, home-game run OF SHOW presentations, campaign imagery and the creation and direction of an AWARD WINNING original docu-series following the team throughout the season. From foundational identity to physical experience and storytelling, every element was shaped around a singular creative vision that established the tone, character and visual language of the franchise.
The Detroit Amplifiers aka “The Amps” name is derived from the cities rich music heritage, doubling as the teams ability to amplify the city, the stadium, and the Big 3 league itself.
The fast & modern word-mark is inspired by the amplified rock & roll roots Detroit paired with the timeless color palette of black & champagne of Mo-Town electrified by red accents that speak to the energy this team brings to the city.
Despite being the smallest franchise market, the Detroit Amps
were the second highest selling market their first season. Creative marketing, live activations & promotion across the city contributed to an unprecedented Home Opener attendance.
The bi-weekly doc-series, Amp City, gave fans a behind the scenes look into the team, players personal lives and ownership operations. After only one season Amp City received a Telly Award for Documentary-Series.
