Redefining retail for an iconic headwear brand

Redefining retail for an iconic headwear brand


Brand Identity, Advertising & Content

New Era needed to strengthen its visual standards and communication strategies across sports, fashion, and lifestyle, establishing its standing as a global leader.


Background

Strong legacy, exciting future

New Era is an international lifestyle brand with an authentic sports heritage of over 92 years refining the art and science of crafting the best headwear in the world. Best known for being the official on-field cap for Major League Baseball and National Football League, New Era has claimed its standing as a global leader in sports headwear and accessories.

In partnering with New Era, we established and enhanced its visual standards and communication strategies across baseball, football, and lifestyle categories. Although our approach for each category and project was unique, the through-line remained consistent: connecting sports fans, athletes, and fashion-focused consumers to amazing products through memorable messaging and engaging experiences that encourage self-expression.

New Era Raw Expression Brand Guidelines

The Projects

MLB retail program

New Era stands for quality, authenticity, and heritage; and that’s what its demographic of sports enthusiasts value. Through its MLB Baseball program, we were responsible with engaging its audience through our communication strategy, creative direction, and design direction. Each brief targeted the typical baseball fan and, within the program, we pursued the even greater task of evoking real emotion from each individual archetype.

Our final campaigns reached people by highlighting function, nostalgia, and the aspirations of sports and lifestyle consumers. From interactive retail installations to seasonal campaigns and product launches, we’ve worked together to build a cohesive brand experience across all key retail accounts and channels associated with its MLB relationship.

New Era MLB Poster Design
New Era MLB Poster Design Boston
New Era Home of the Authentic Logo 1
New Era Home of the Authentic Logo 2
New Era Home of the Authentic Logo 3
New Era Home of the Authentic Logo 3
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New Era Home of the Authentic Logo 8
New Era Home of the Authentic Logo 9
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New Era MLB Advertisement Engineered to Perform
New Era NFL Retail Campaign Mockup
New Era Retail Campaign Camps Mockup

NFL retail program

In 2014, we teamed up with New Era to develop a unique story around its collection of NFL gear across various campaigns, targeting a unique demographic of buyers. In contrast to the MLB consumer, we were now communicating with a younger and more confident audience. Our newly-defined strategic approach and campaign materials aligned with NFL’s millennial audience across phases of the NFL season, expressing what it means to ‘Speak with your Cap.’

We designed and produced a set of campaigns and retail experiences that brought the consistent brand message to the fore, each time varying the visual expression. We positioned the brand in a manner that spoke to both millennial fans and lifestyle-inspired consumers. Our goal of creating a system of real experiences to establish an adaptable visual platform for retail partners or channels was key to our success.

New Era NFL Speak With Your Cap Retail Display
New Era NFL Speak With Your Cap Poster Design
New Era Speak With Your Cap Big Boi Retail Display
New Era NFL Speak With Your Cap Poster Design 2
New Era NFL Marshawn Lynch Speak With Your Cap Poster Design

Brand photography & content creation

The content we created and produced for New Era’s MLB and NFL programs created a library of lifestyle imagery that focused on portraying the fashion aspect of the brand while maintaining its true foundation in sports. In working with the sports and lifestyle photographer Dom Cooley, we prepared, planned, and established the art direction to produce various photoshoots with athletes and celebrities, including Matt Kemp, Tito Ortiz, Colin Kaepernick, Marshawn Lynch, Kid Cudi, and many more.