design studio—2017
let’s go ducks!
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Every year, the Anaheim Ducks create a new brand campaign for their playoff season: Paint It Orange. We were challenged to create a unique Paint It Orange campaign that felt true to the team brand, while being different enough to stand out as a special campaign.
Collaboration with Adriana Angulo
Our concept focused on the "Paint It" aspect of the tagline by utilizing hand-painted typography to encourage fan-engagement. The direction implies that the Ducks put up formal billboards and bus wraps that fans went up to and wrote "Paint it Orange" or "Let's Go Ducks!" onto. We used dynamic typography to convey the energy and enthusiasm that vibrates the stands during a game paired with black and white formal photography that emphasizes the emotion of the game. The marketing + design teams responded positively to the guerrilla marketing aspect of our design direction and felt that our campaign was something they would actually implement.
