The Jacksonville Jaguars were in need of a stronger and more identifiable brand voice. After a robust research phase, we landed on a new ethos: “Scratch and Claw.” This way of being exemplified the tone of the NFL team — scrappy, underdog, fighting for what they deserve — and we started the process of weaving this new tone throughout all of their marketing and branding.
The delivery involved a design library including a custom typeface, photo treatment guidelines, custom jungle textures, as well as a number of practical applications such as signage and digital ads.
Technologies Used: Photoshop, After Effects, InDesign, Illustrator, FontMaker, InVision
