How to promote a team year-round, not just during the season? Walking down the supermarket aisle provided the answer: Instead of treating the team like any other MLB franchise—which they clearly are not—promote it as a consumer product brand, like an every-day purchase. More akin to a box of pasta, a pound of beef or a carton of milk. So, instead of baseball as the MLB does, selling season ticket packages and pushing game day promotions in the typical baseball vernacular, approach the team that plays different like your favorite consumer brand. A different brand of baseball.

In implementing the team-as-consumer-product idea, we left practically nothing untouched. Starting with the logo. We didn't have one. Or, only one. An entire suite of logo treatments were created, based on the idea of the supermarket shelf and the array of products along the shopping isle all vying for our attention. But, all of the ID's contained the heritage A's symbol to hold the suite together visually. Embracing this idea fully, every execution, every ad, TV spot end frame, apparel, or collectable circulated through a library of ID treatments, like the ones below. It made the system always fresh, unexpected and adaptable, while being unlike the usual sports merchandizing approach.


Identity System

Call the logo what it is, a brand. By doing so, all the applications of the logos harkened back to the position line. And them make the tribe (fans and non-fans alike) want to be part of that brand by putting it on cool things, not just emblazoned on baseball caps and t-shirts.




Creative Presentation





Brand Extensions




Email Mastheads





Specialty | Event Logos




Advertising







Ballpark Environmental Graphics





All-Star Promotional Give-Aways

Brand Products Store Signage




Ticket Promotion Ice Cream Truck

To promote attendance, the refurbished ice cream truck traveled the neighborhood on the day before game day to give away a select number of tickets. The speaker (cone) at the top plays "Take Me Out to the Ball Game".



It's What to Drink (to not get drunk) During the Game.



We Branded Every Touchpoint, Down to the Last Drop.



Cork Wine, Not Bats.

Wine for the suites.