BASEBALL UNITED
Branding & Design / Creative Direction / Team Logos / Jersey Designs / Merchandise / Digital Design / UI/UX / Social Media
GOAL
Baseball United is the first professional baseball league in the Middle East. The league will mostly be located out of Dubai and will start with teams from India, Pakistan, and the UAE. The league plans to expand to more countries throughout the Middle East, South Asia, and Africa making it the largest baseball league outside of Major League Baseball.
Since this project was something that has never been done before the owners anticipated a lot of challenges that would require quick decision making and constant creative changes. For this reason, they wanted to keep the team simple and work with me exclusively for all creative and design. The goal was to create multiple brands (Baseball United and franchise teams) that could immediately build interest and compete with other professional sports in a region where baseball is almost non-existent.
SOLUTION
To compete with professional leagues that have been around for decades I had to make sure that our brands had the same opportunities to connect with potential fans. I looked closely at Major League Baseball teams and analyzed the different art/brandmarks their teams use. I decided that each of our Baseball United teams should have at least four different styles of brandmarks that highlight the team’s city name, mascot, and mascot name. Having the variety of brandmarks instead of one team logo allowed me to create jersey designs, merchandise designs, and marketing deliverables that appeal to a variety of fans while also creating brand equity.
Why do people go to sports events? 1.) To support their favorite team. 2.) To support their favorite player. 3.) Because they love the sport. All of the marketing is focused around these three points. Building teams with MLB quality branding is forms an emotional connection to the league. Each team has four brandmarks; a wordmark of the city name, a wordmark of the mascot name, a lettermark, and a mascot logo. Having four brandmarks allowed for a variety in styles of jerseys and merchandise while creating brand equity.