// about the project //
The Charlotte Hornets clinched their first playoff berth in modern-era Hornets History on April 2, 2016. This was the second post-season appearance in three seasons for the recently re-branded franchise.
As lead designer on the playoff campaign, I was tasked with the conceptualization and design of all print and digital media (with the exception of the video and animations featured on the 360 LED at Time Warner Cable® Arena.) Advertising elements included digital ads, transit media, uptown digital billboards, center city light pole banners, television and radio spots, social media and email marketing.
Featuring dramatic photography originally captured by the talented James Quantz Jr.
, I added custom purple and teal Hornets "warpaint" across their faces, portraying the intensity of warriors ready for battle. I wanted something bold and confident, drawing inspiration from tribal warpaint applications of the past...with a touch of 90's wrestling mixed in for fun.
The updated tagline and look were rolled out on April 1, one day prior to the team’s clinch. Fan response to the campaign was overwhelming and business metrics showed a strong response to match.
This project was incredibly fun to work on.