The Buccaneers came into their 2012 season with a new coach, a great draft pick and tons of optimism. We needed to translate the energy into fan engagement so we completely overhauled the brand and created a rallying cry for all of Tampa that revolved around the flag.
The Buccaneers came into their 2012 season with a new coach, a great draft pick and tons of optimism. We needed to translate the energy into fan engagement so we completely overhauled the brand and created a rallying cry for all of Tampa that revolved around the flag.
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![](https://freight.cargo.site/t/original/i/4eb3601378929315ed3f4b3927feb5c95d5e8f2b27e5c48e3f88c5d04c470a4b/flag.jpg)
There’s not many brands with a logo as beautiful and dynamic as a flowing pirate flag. It was an easy choice focus the entire brand around photography of the flag itself.
We gave the Bucs a modern and strong look, built with dramatic flag images, aggressive athelete photography, bold use of type and luxurious negative space.
We gave the Bucs a modern and strong look, built with dramatic flag images, aggressive athelete photography, bold use of type and luxurious negative space.
![](https://freight.cargo.site/t/original/i/b6606aaae80da2eb7fb96c8fa854e3813271c94aa654f382b882cf5f458e9e4d/JOIN-THE-FIGHT.jpg)
The stadium got a total make over, with more than a thousand unique designs en masse. We did it all: the 170 foot tall posters on the exterior, all the stadium wayfinding / signage, and even the Buccanners branded ketchup dispensers.
![](https://freight.cargo.site/t/original/i/837546217f688132f7ed4e5b433832a581e8df4ef5cb915f69562088cf6bbf58/bucs1.jpg)
![](https://freight.cargo.site/t/original/i/92d2da6ae4b1cb3eb3d5f73c57252c6ebefb9d59361cec7f60f9f40bc35d3ab9/bucs2.jpg)
![](https://freight.cargo.site/t/original/i/ac5fc46adb612437f143e8e60f1f96bb940e631a13e49ec71c5e05f7bf2f542b/bucs3.jpg)
![](https://freight.cargo.site/t/original/i/745acf63ac77304223c9735d5de80e457377b3e6820aaca9bcf2cd437d7dd449/bucs4.jpg)
![](https://freight.cargo.site/t/original/i/0867ea72894de624c291bec68603827efefd8bc6cc0536c7fb7be0e143e3dc54/bucs5.jpg)
![](https://freight.cargo.site/t/original/i/7dbf064e559d707c7eadc91347f41b7c6e86b2746a42f366755ef9895cec8334/bucs6.jpg)
![](https://freight.cargo.site/t/original/i/5d0e1de3a49f8d22bf6c8d557bf96820e3b67eb2fef0d67635ad39e9abe95b38/bucs11.jpg)
![](https://freight.cargo.site/t/original/i/3d8f05a6c7700e2ce617d5491b826fa598161f623b61e262f712b7663ff84c06/bucs12.jpg)
![](https://freight.cargo.site/t/original/i/bedab94b2034747504a7dd5bdf7ed7e9c6f0a918c2e48afc8b1c591410b06f85/bucs8.jpg)
We also revamped the ticketing experience and created a new print, out of home, social media and television campaign, supported by a refresh of Buccanners.com and a slew of microsites.
![](https://freight.cargo.site/t/original/i/e48749fc65f0cf942278180abf049a92ff32750fb72a10917c3c248200d3c8ed/bucs7.jpg)
![](https://freight.cargo.site/t/original/i/556401c31fbf35c91c4885745fa9a8e817fd1815b7f5664fc6d2f932f25e34f8/bucs9.jpg)
![](https://freight.cargo.site/t/original/i/26ff5f95818e930c987ad25534ae72e3fa7e57663c698536c560f0c89b8985fd/bucs16.jpg)
![](https://freight.cargo.site/t/original/i/0aaaacf91b3b9142654fb908c840a2375c5934b67ae84529e736e6ad8b860648/bucs13.jpg)
![](https://freight.cargo.site/t/original/i/dfc7ddfa39f04e151c2fe40c42fccf2cdd7b66286d30c49ce8eb5035b75527a8/stealmoretreasure_o-S.jpg)
![](https://freight.cargo.site/t/original/i/8456e9df4d61fe5b797eec4e642cafdfc982a2ce6e6d958f2cafe8d0178f66b5/bucs14.jpg)
![](https://freight.cargo.site/t/original/i/68366d182f4cd863a68671df58d04aaa87cc8b78a7f5f63dcf08e7d3f43628c7/bucs15.jpg)
![](https://freight.cargo.site/t/original/i/5dadc98cc4d5c50bdea2222873f982205b8c4c40ea07b6005020a4593996ec56/phones.jpeg)
Ultimately—this didn't help them win any Super Bowls, but the franchise went from dead last in fan engagement and overall experience to number three in the entire NFL. Go Bucs!
![](https://freight.cargo.site/t/original/i/173ebfcf6c3d86e3ed26b34fdbb7d909f1a7ae27a5c8687ec4de021ad7820b02/bucs10.jpg)
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Made for:
Tampa Bay Buccaneers at Mutt Industries
Athlete Photography / Stadium Signage / Ticketing Experience / Branding / Strategy / Digital / Out-of-home / Advertising
My role:
Art direction, design lead, website strategy and design, photo retouching.
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With:
Creative: Steve Luker, Mike McCommon, Scott Cromer, Aaron James, David Zavertnik, Al James, Nikolaus Drellow
Design: Emma Barnett, Willyum Beck, Claiborne Colombo
Photography: Shaun Mendiola
Design: Emma Barnett, Willyum Beck, Claiborne Colombo
Photography: Shaun Mendiola
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Some more work ︎