Making Detroit Pride the Driving Force
Brand Strategy, Creative Strategy, Brand Identity, Visual Identity, Out of Home, Merchandise, Campaign, Social, Brand Guidelines
Inspiring the Next Generation of Fans.
Lacking relevancy amongst Millennials across the metro area, the Pistons were in pursuit of a lifestyle brand that reflected a modern-day Detroit attitude while still paying homage to their unapologetic Bad Boy history.
Highlighting a History of Hustle.
Fueled by insights on the city’s culture and the team’s fanbase, we built upon the Piston’s gritty legacy to put Detroit pride at the forefront, driving fan loyalty and cultivating a deeper connection across the Motor City.
Unignorable Swagger, Undeniably Detroit.
We established a proud 313 identity and complementary “Respect the Code” language that beckons the people of Detroit, unifying them in their unmatched and unwavering pursuit of progress.