NFL Tampa Bay Buccaneers
The Problem: Fan interest was fading in a market known for supporting visiting teams, creating a unique challenge. The brand also appeared outdated.
The Solve: In one year our team helped orchestrate the transformation of the Buccaneers brand from one of the weakest teams in the NFL to a top 10 franchise in several key digital, print, social and game day categories.
Brand Refresh
For each of the three NFL seasons during my tenure, the Buccaneers’ creative department refreshed the brand’s voice and design to keep content engaging and ensure our audience stayed connected.
"It's a Bucs Life" Campaign
Our ‘It’s a Bucs Life’ campaign earned the PromaxBDA Sports Media Marketing Award for Best Integrated Team Marketing and Branding Campaign in the NFL.
Video Production
30 second video commercial created to promote the home opener with the New Orleans Saints.
Website
We designed a completely new digital experience. Setting up a new website shaped with better UI/UX that drove more traffic to Buccaneers.com.
We set up a secondary website using aggregator technology to carry this experience into the stadium on gameday. This allowed the fans to involve themselves in the team and with each other on mobile devices in real time. Much of that content was broadcast to the jumbotrons and monitors throughout the stadium during game day.
With all this new content we drove the game day experience from bottom two in the NFL to top 10 in fan engagement.
Photoshoot Direction & Coordination
Planned and coordinated with photographers and videographer to set up photoshoots and videos for each season.
Brand Identity
The Buccaneers internal creative team oversaw the new brand identity for the logo, uniforms, and helmets interacting closely with ownership, NFL headquarters and Nike.
New App Development
We introduced the Bucs first mobile app in conjunction with third party vendors.
