CASE STUDY 01 // BRAND IDENTITY
Tennessee Titans reBRAND
Longevity requires respect for a franchise’s narrative arc. We began this journey via foundational team research and, most importantly, listening to fans.
Evolving the blueprint
To scale our identity system across all media platforms, merchandise & apparel, and live spectacles, we synthesized the club’s Past, Present, and Future into a single, cohesive brand language.
The BRand FRAMEWORK
Founding a new set of standards was step one, with a Brand Book that codifies brand essence, voice, and design guidelines around three core TN personas: Hero, Creator, and Outlaw - with Hero as the primary.
The UNIFORM Execution
Collaborating with Nike and the NFL on uniform designs built for the spotlight. Our research told us that fans wanted “a classic athletic look,” that felt like it had always been theirs.
The LEGACY STORY
Telling a different kind of sports story, we crafted a cinematic tribute to franchise history, our core Tennessee fan base, and the stadium we prepared to bid farewell. A great song also helps.
Transforming our Identity
In full secrecy, we spent months overhauling the internal, physical, and digital footprint of the entire Titans organization. We maintained strict system integrity across entirely separate use cases.
Digital Makeover
Customizing our identity across all channels, we deployed a comprehensive web, app, and social ecosystem overhaul to guarantee a fluid, unified user experience. On a pre-media day shoot, we captured hero creative assets with Titans players.
Facilities Reimagined
Extending the brand system into physical space, we executed a rebranding of the Titans headquarters and current stadium, bridging the look & feel with that of our future stadium.
ENTERTAINMENT TEAM Glow-up
Widening the world-build, we reimagined the franchise Mascot (T-Rac) and Cheer Team uniform architecture and narrative (yes, he’s a raccoon!) to align seamlessly with the new Brand and lifestyle look.
AMplifying the moment
We implemented an omni-channel rollout strategy that synchronized massive impact across live environments and global networks, sustaining momentum throughout the offseason,
The SOCIAL & OOH Tease
Launching minimalist, macro billboards around Nashville featuring only a navy Tri-Star on light blue fabric and a single countdown date, we drove fans to photograph and break the story organically.
The Live Fan spectacle
Executing a jam-packed, free-for-fans experience at a premier concert venue, The Pinnacle, we launched the new kits live in real time using active players, franchise alumni, and local musicians.
FULL CHANNEL BLITZ
The exact moment our players took the stage, we flipped our global footprint, deploying rebrand content across all paid, owned, and organic channels to capture maximum audience velocity.
The Business Impact
The Tennessee Titans Rebrand delivered record-breaking spikes in direct-to-consumer revenue, transformed consumer perception, and established the highest organic engagement velocity in club history.
89.2 m
Organic and Earned
The multi-phased launch sequence captured global market attention, generating an unprecedented wave of earned media and organic impressions within the first 24 hours
+24
Brand Health index
An initial 62% positive sentiment gathered momentum, permanently elevating the franchise's profile and driving a 24-point lift in brand affinity on an independent quarterly index (100-pt scale).
$300k+
Day-1 Merch saleS
The newly engineered identity system served as a powerful retail catalyst, smashing single-day franchise merchandise revenue records and tracking double year-over-year
Encore: Music City Uniform & REVEAL
A few months later, we activated the NFL Rivalries initiative around our Outlaw persona. This targeted rollout electrified audiences, balancing the iconic sound and grit of Nashville to deepen fan ownership of the new brand.
MUSIC CITY Nights
The jersey became an instant classic and top seller across franchise retail, as the rollout sustained our off-season brand equity and social engagement (2.3 million video views on launch weekend).
