FedExForum Flex Space.
We were given the annual opportunity to update the art in about 5-6 locations in the concourse around the FedExForum. This particular piece was a special one as it represented the time the NBA allowed teams to incorporate their logos on their jerseys. After many experiments watching on CCTV as a player wore different versions of the logo to see which showed up better on which jersey, we settled on this one for the home jersey. That day, we brought our studio to the practice court and photographed this image on the player. This signage was draped and revealed on ESPN and served as a benchmark for the Grizzlies.
FedExForum Flex Space.
We were given the annual opportunity to update the art in about 5-6 locations in the concourse around the FedExForum. This particular piece was a special one as it represented the time the NBA allowed teams to incorporate their logos on their jerseys. After many experiments watching on CCTV as a player wore different versions of the logo to see which showed up better on which jersey, we settled on this one for the home jersey. That day, we brought our studio to the practice court and photographed this image on the player. This signage was draped and revealed on ESPN and served as a benchmark for the Grizzlies.
American Advertising Federation
The American Advertising Awards is the industry's largest and most representative competition celebrating the creative spirit of excellence in the art of advertising. With nothing else to say, that is the very reason we were blown away when asked to rebrand this organization's logo; I personally supported and served on the board with, and was liaison for our company. The challenge was to update their older identity and bring them a look that was much more contemporary, relevant, and yet represented the diversified audience that it was known for since it began in 1905.
Shown below are several iterations to allow you to see the work of exploring options, looks, and feels for the logo that could be brought along with it. The final choice is featured on the bottom of your screen.
Original logo
Explorations
Final logo