4 FRANCHISE REBRAND &
GLOBAL LAUNCH
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Overhauling Four Global Brands
Sports brands evoke intense passion and loyalty, so the challenge of evolving the Timberwolves and Lynx brands was daunting. It had been 23 years since the Timberwolves had changed their identity and the Lynx had never modified the logo in their 20 year history. Making it more complicated, the Lynx logo was beloved by fans of one of the most successful professional women’s sports dynasties of all time and the organization was looking to add additional franchises in the near future. The challenge was to build brands for both teams that spoke to their specific fan base yet relate to each other in a pantheon of organizational brands.
Johnson led internal and external teams in this delicate three-year process to create new identity systems and uniforms. The stakes were high as the Timberwolves brand lives and breathes among a global fan base in more than 217 countries and territories around the world. In addition developing the teams first three new uniforms, Johnson negotiated with the Prince estate to create the nationally acclaimed purple uniform as the Timberwolves 2018-19 season city edition.
To introduce the new identity, the "New Era" campaign was developed as a fully integrated marketing effort to reveal various elements over a 12-month period. The result was a nationally award-winning launch and campaign that has endeared both team identities to their respective fan bases.
Johnson led internal and external teams in this delicate three-year process to create new identity systems and uniforms. The stakes were high as the Timberwolves brand lives and breathes among a global fan base in more than 217 countries and territories around the world. In addition developing the teams first three new uniforms, Johnson negotiated with the Prince estate to create the nationally acclaimed purple uniform as the Timberwolves 2018-19 season city edition.
To introduce the new identity, the "New Era" campaign was developed as a fully integrated marketing effort to reveal various elements over a 12-month period. The result was a nationally award-winning launch and campaign that has endeared both team identities to their respective fan bases.
AWARDS
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