Brief
Following the groundbreaking, sold-out MLB London Series 2019 featuring Boston Red Sox and New York Yankees, 2020 would see the St.Louis Cardinals take on Chicago Cubs. The London Stadium would host their historic 138 year old rivalry on the new ground of one of the world’s most iconic capitals.

Challange
The MLB uphold extremely tight regulations around player imagery and branding elements. A large part of this scope of work involved me visiting New York and working closely with the MLB Creative Director there to come back with something that felt different for London, but still part of the MLB universe.

Approach
With careful consideration, I worked with Design Directors to explore baseball elements and image treatments to develop an abstract branding system that gave more life to the Series, while maintaining MLB brand integrity. This involved the use of baseball stitching, key outlines, field graphics and an updated marque.

The full brand rollout included full stadium dressing, in Stadium LED, promotional OOH/DOOH, Press, eDMs, Social, Digital, Website build, Hospitality collateral, Partner assets and ticketing.