The Seattle Seahawks brand continues to extend its influence far beyond the Pacific Northwest. While the team's competitive prowess and dynamic roster have played a significant role in broadening its appeal, much of the brand's success stems from the exceptional creativity and strategic efforts of the Seattle Seahawks/First & Goal in-house marketing and design team.
I'm fortunate to have played a part in this evolution. For the year 2022 (and beyond), I had the privilege of working with the Seahawks to develop a brand campaign that would look fresh and elevate itself among the leaders in the sports world—while achieving specific tactical objectives.
The Seahawks brand is defined by certain hallmarks at the organization's core. These brand pillars are Gameday, football, and community—the basis of each campaign's execution. Staying true to these pillars, requirements included being "uniquely PNW," flexible (translating across all mediums), and a focus on connecting with a younger demographic.
The design system uses a variety of elements and layering techniques to create flexible and engaging designs. The system was developed to empower designers to create unique and expressive compositions, allowing the brand to evolve while staying true to its character and rules. The final designs incorporate technical and cinematic themes, along with personalized expression.
