Brooklyn Gets A Little Cooler, Literally.

New York Islanders move to Barclays Center.

Tradition's New Home - Brand Positioning and Marketing

When the NY Islanders announced they were moving their storied franchise from Nassau Coliseum on Long Island to the cutting-edge new Barclays Center arena in Brooklyn, the marketing executives for Brooklyn Sports & Entertainment knew they had a challenge ahead of them. The Brooklyn Nets successful rebranding helped spark a sports renaissance in the borough, but a team as rich in tradition as the Islanders would be tough to rebrand with their extremely loyal and passionate fan base. Instead of abandoning their brand, the marketing executives in Brooklyn sought to reposition the brand to help current fans connect to their new home and to introduce the team to the revitalized borough.  

I had the pleasure of leading the creative direction of the 18-month long New York Islanders relocation from Nassau Coliseum on Long Island to Barclays Center in Brooklyn. As creative director on this project, I was responsible for creating and delivering quality designs and campaigns to the marketing executives and account team, as well as, developing concepts for internal creative, web and video execution. 

Project goals

• Build excitement, buzz and ticket sales while introducing a team and sport to Brooklynites.

• Retain and include current Islanders fans and entice them to continue supporting their team despite the relocation.

Sample projects

• Direct mail and outreach campaigns to fans in suburbs and NY buroughs

• Microsite to provide education and information on the team, its rich history and the relocation updates

• Direct mail to announce partnerships and activations with new sponsors

• Luxury seat sales materials

• Integrated advertising campaign concepts

• Season Ticket Holder ticket and package design

• 2015-16 OOH campaign including billboards, transit advertising and print materials

• Launch of third jersey

• Sponsorship activation merchandise marks

• Social Media campaigns to introduce key players to Brooklyn and current followers

Creative Concepts - Outtakes

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