The Long Island Express
Project Story
I love football.
I’m talking about the kind of love where I’m watching game tape of NFL prospects to learn who’s going to be successful in the league.
But ever since high school, I’ve been fascinated about the overall branding of NFL teams. So I decided to give it a try by creating a fictional team called the Long Island Express. I wanted to learn what it truly took to brand a multibillion dollar franchise from the logo to merchandise to print to digital media.
The Color and the Typography
Marketing Materials: Flyers, Posters & Fan Promos
Web and Social Media
Uniform Design: Helmets and Jerseys
Stationary, Signage, Swag & Structures
What I Learned
This project gave me the chance to direct a brand at scale, from concept to execution.
It taught me how to lead myself like a team.
I was researching, testing, discarding, creating, refining, and pushing each design until it looked like a real expansion team.
Like a lot of NFL teams, it’s what I like to call a completed work in progress. The brand is finished, but that doesn’t mean it can’t keep evolving. To stay relevant, designs sometimes have to change with the expectations and tastes of the audience.