cold and cereal

its the AM

im downloading podcast

unwinding before the day.

in front of a fan

eating honey nut cheerios

All For One: The 2010 Battle for the Cup

The Texas Stars, minor league affiliate of the Dallas Stars, are in the playoffs.

It was my job in the marketing dept to come up with a slogan/brand/creative for the playoffs.

After going through a multitude of ideas...odd, risky, etc, we figure that our first year we should keep it safe.

What follows this is a slew of ideas/implementation of said ideas for our 2010 Playoff Run

- ALL FOR ONE radio spot -
start date 04/09/10

“THERE COMES A TIME IN EVERY SEASON WHERE
STRENGTH AND WILLPOWER ARE PUT TO THE ULTIMATE TEST.
----- ONLY ONE TEAM WILL WALK AWAY VICTORIOUS
----- YOU ONLY GET ONE CHANCE TO PROVE THAT YOU ARE THE BEST
----- PLAYOFF HOCKEY IS HERE AND IT’S TIME
FOR A CITY TO RALLY BEHIND IT’S TEAM.
------ YOUR TOWN(pause)YOUR TEAM(pause) ONE CHANCE(pause)ONE DREAM(pause)
------ ALL FOR ONE ------ The 2010 Battle for the Calder Cup begins ___________.
Be there to see your Texas Stars make there way through the
playoffs and fight towards their ultimate goal of hoisting the Calder Cup."

So after scripting a basic idea of what we wanted, here is what I came up with. After my editing, it sounded a little cliche, but I still think it gets the job done.


Moving on to the actual branding of the building, first thing was first: the logo. This was a problem from the get go, mainly because the Calder Cup is not a known symbol. People don't know what it really looks like, and people definitely do not get tattoos of it on themselves.

The brand the league sent us was, interesting.

As you can see, it is reminiscent of WordArt and didn't have that exciting edgy look we wanted. I took it upon myself(after being told to by my boss) to create a new rendition of the Calder Cup.

After putting a few images through Live Trace in Illustrator I found one that worked well, that could be tweaked well enough to use in our logo. Which also had to be approved by the AHL for using their Cup.

I came up with this:

It's pretty basic, and maybe a little too involved...but with hockey we need to grab attention. We also need to keep hockey always present, notice the sticks.

The wordmark from the logo is the font Telegrafico, layered three times to add thickness.

You'll notice the tie-in of the logo in the background imagery of the hockey player. Being the Texas Stars we have to maintain using Green and Gold in almost everything, so I highlighted the light sources with a color overlay.

It's kinda funny, the picture I used is actually an old picture of Loui Eriksson I found as a PR intern in Dallas a few years ago....reminiscing aside:

This is the splash page I have been using on the official website since we began our playoff run.


Here are a few implementations we used with the creative:
TV SPOT-



Random Merch from the store-

the logo in the ice(sorry it's a little dark)
This next trailer wrap wasn't the same logo, but the same creative I have been sing for the playoffs. This went along with the large banners inside the arena that read" All For One" when you walked in.

That's it for now, just wanted to recap some of the things we have been doing. I will add more as it comes up.

-M@

YOU KNOW WHATS AWESOME?

When people at work read your blog...











it is what it is

i called it

so far I am not to far off... blackhawks vs. bruins.

so

....hockey playoffs started.

I would like to see Bruins vs Blackhawks.

...just a thought

work = creativity in a cube

TORONTO UPDATE: Whitt is fast at work working on it... it's coming...it's her fault.

Currently listening to Vera Lynn.

A new Half-Price Books opened right by me (joy). I had to dart in there before the good stuff got taken.


I picked up an Andrew Sisters record and a Vera Lynn record... so far, wow were they both incredibly worth it.

Anyway, just had some Chinese and juice... I'm gonna play some Chrono Trigger and go to bed!