Chicago Cubs + Wrigley Field

A decade of building a brand.

Throughout my career, I have had the honor of helping one of the most iconic brands in sports build their brand through multiple disciplines that have shaped the creative director I am today. I’ve connected the Chicago Cubs and Wrigley Field emotionally to fans and partners across several departments of the organization - from sales presentations to enhancing the game experience, to storytelling the vision of the ownership executives in order to inspire and invoke the hope of their ever-faithful fans. 

Hey! Hey! Holy Cow! Take me out to the ballpark…

Here’s a few highlights...

Brand Content & Storytelling

Fan Experiences

Changing the landscape of an icon to enhance the fan experience. 

While modern baseball stadiums boast huge videoboards, Wrigley Field held the time-honored tradition of a manual, hand-powered scoreboard near and dear to their hearts, adding to the charm and lore of the Friendly Confines. In 2012, the Cubs were dipping their toes in enhancing the game presentation (and building revenue) with the addition of a digital sign on the right field wall. This sign allowed fans to warm up to the idea of bringing digital and video content to an otherwise very uncluttered view.

I helped the Cubs establish a look and feel for this digital signage that felt authentic to the Cubs brand and honored the iconic visuals of the original scoreboard and classic ballpark details.

The result:

• Designed and executed a visual brand for the Wrigley Field game presentation that was embraced by the team and fans
• Delivered branded content, game information and sponsorship integration to fans in a way that felt comfortable and appropriate
• Paved the way to seamlessly transition to the renovations that added 2 massive videoboards - which carries the same visual aesthetic into a modern game presentation that feels authentic to the Cubs and Wrigley Field brand 

Executive Marketing & Sales Presentations

The business of baseball.

Sponsorship Integration

Strategically align sponsorship attributes with team assets to highlight a partnership and enhance the fan experience.

Iconic Design

Because fans wear their heart (and your brand) on their sleeve.

Just two short years after celebrating the Wrigley Field centennial anniversary, the Chicago Cubs were looking for a way to commemorate 100 years of the Chicago Cubs calling Wrigley Field their home. While Wrigley Field was built in 1914, the Cubs didn’t start playing there until 1916. I was lucky enough to design the commemorative patch worn throughout the 2016 season … and what a magical season it was. After 108 years since their last championship, the 2016 Cubs finally flew the ‘W’ flag after a World Series win.