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 Baltimore Ravens'  identity and main campaign for the season is through  Season Ticket Holder Boxes sent to each PSL holder at the start of the season.

The deep purple and red evoke the mysteriousness of Poe’s work, with the red signifying the excitement and energy for the team. The continued red stripe down the middle create a a cohesive design between the different panels on the box, and is used to separate the home and away games visually. The addition of the gold lettering is a symbol of the team's prestige in execution, and adds a nice pop of color amongst the purple and red tones. The flames help to make sense of the smoky background, which adds depth to the design. It also shows the motivation for the team, as a fire has been lit under them.

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  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.

2024 playoff graphics

tickets

SEASONAL

GRAPHICS

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. Thus, it is truly something to Bank On. The slogan also alludes to M&T Bank Stadium’s nickname “The Bank” while giving off a feeling of confidence for the season ahead.

DESIGN

The use of red light in the graphics add a sense of eeriness and chaos, which mirrors the gothic feeling within Edgar Allen Poe’s work. The tears, ink cloud, lamppost, and handwriting featured all aim to evoke the same feeling,

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.

IN-SEASON

POSTER SERIES

These posters would come out weekly during the season. All posters are inspired by a work of Edgar Allen Poe, tying back into the original idea for the campaign. All posters will evoke the same gothic energy, while maintaining an exciting and fresh  look, using colors to make the players pop. These posters could also feature landmarks and characteristics of the city to cement them as a celebration of Baltimore’s history and of the Baltimore Ravens.