Gridiron Labs worked with FXFL Commissioner, Brian Woods, to craft a brand that sits in one of the richest sports media regions in the world–New York, and specifically Brooklyn. The team name began as “Thunderbolts”. Team owners and league commissioner motioned to tie in a famous landmark, the Brooklyn Bridge. We influenced a modification to the name, shortening to just “Bolts” in attempt to create a punchier, more impactful team name and campaign.