As lead art director I conceptualized and lead the strategy and design direction of an exciting spec work project for the Philadelphia Phillies baseball team. Along with my team at Karma Agency, I produced a fresh approach to the Phillies brand identity and marketing voice.

A core element of this new identity that I thought to introduce is the lightning bolt. The idea for this motif came to me when brainstorming ways to infuse Philadelphia’s rich history into the modern branding. Since the Liberty Bell rings in the outfield upon every home run and home game win, why not introduce Ben Franklin’s lightning bolt to strike the bell? The bolt also symbolizes a new spirit and re-charged citywide energy for Phils fans to rally behind.