BALTIMORE RAVENS SEASONAL CAMPAIGN
PSL HOLDER SEASONAL BOX
THE IDEA
For this campaign, I chose to highlight a part of Baltimore’s history by focusing on the Ravens’ namesake- that of Edgar Allen Poe’s “The Raven.” I aimed to capture the essence that is present in Poe’s stories, while also modernizing the look to fit the current state of the Baltimore Ravens brand.
BOX DESIGN
One of they key ways to establish the brand’s identity and main campaign for the season is through the PSL Boxes sent to each PSL holder at the start of the season.
The design for the box aims to remain white and clean, showing a fresh start for the season. The streaks of purple and red ink add depth, and show the tearing away of a clean outside into intense colors, garnering excitement for what will come out of the season. The inclusion of the wax seal alludes to Edgar Allen Poe and the types of things related to writing and the 1800s. The wrought iron gate included on the bottom lid is also used to reiterate the relation to Poe and the gothic imagery that comes with his work. The cobblestone imprints and quill featured on other parts of the box is a nod to this as well.
FURTHER
The imprinted aspect of the design is both a visual asset as well as an opportunity for using multiple cutout pieces within the box, which could also be used as a unique souvenir. There are also opportunities to include trinkets in the box related to the campaign, including a Ravens branded quill, a wax seal stamp/magnet, or a desktop Ravens lamppost
SEASONAL GRAPHICS
“Poetic Justice” is a nod to Poe, as Poetic Injustice is a literary trope found in Poe’s creative works. This phrase is also relates to the Ravens’ 2000 defense- described as “Poetry in Motion.” The new tagline plays on that notion, while also serving as a declaration that they will serve “justice” on the field facing another team. “Bank On It” serves as a secondary tagline for this campaign, alluding to M&T Bank Stadium’s nickname “The Bank” while giving off a feeling of confidence for the season ahead.
THE TAGLINE
The tagline also alludes to the two Super Bowls won by the Ravens between two 12 year periods in 2000 and 2012 respectively. This Spec Campaign is for the 2024 season, which is the next season up in the pattern. When the Ravens succeed as they have in those past two seasons, it would truly be Poetic Justice.
DESIGN
The use of red light in the graphics add a sense of eeriness and danger, which mirrors the gothic feeling within Poe’s work. The tears, ink cloud, lamppost, and handwriting featured all aim to evoke the same feeling, while also relating to the tagline, as the team itself is poetry.
TAKING IT BACK
The nature of the campaign relating to poetry allows for unique opportunities to market unique giveaway posters, where each design alludes to a poem of Edgar Allen Poe, or a piece of older Baltimore history. The campaign is also a perfect time to reintroduce the old logo for the Ravens, as it is highlighting the team’s historical roots, and it comes as an exciting time in the NFL as alternate helmets and uniforms are being introduced, leading to new merchandising opportunities.
INSPIRATION
IN-SEASON POSTER SERIES
These posters would come out weekly during the season. All posters are named and inspired by a work of Edgar Allen Poe, tying back into “Poetic Justice.” All of these posters will evoke the same gothic vibe, while also modernizing the look with a red glow. These posters will also feature landmarks and visuals of the city to cement them as a celebration of Baltimore’s history.
Software used:
Adobe Photoshop