Design Director | Designer

As the New Orleans Pelicans made a strong push towards the playoffs in the 2023-24 season, we, as designers, had to be ready to flip the switch and elevate our creative strategy. With the team hitting a burst toward the end of the season, it was time to push our visuals to match the energy.

Throughout the season, the majority of our creative had a strong focus on red and blue. However, for the playoffs, we took a bold step forward by leaning into a refined color palette of white and gold. The consistent theme of "ONE NOLA" became central to our design approach, symbolizing the unity of both the team and the city in their shared fight to win.

The concept of "ONE NOLA" reflects the strength that comes from the entire community coming together behind the team, all with a singular goal: to WIN. To reinforce this message, our creative maintained a clean, elevated look, seamlessly integrating the players within the type treatment of "ONE NOLA." This not only highlighted the importance of the team but also emphasized that the Pelicans are an integral part of New Orleans — a team backed by the city as they take on the battle to victory.

In this collection, we showcase the various tactics and activations we executed for the playoffs. Given that the team wore two distinct uniforms during the postseason, we crafted two sets of creative: one that focused on the Statement uniforms (red) and the other on the City Edition (black). Throughout all fan touchpoints, we ensured that the creative was consistent — from out-of-home advertising and the in-game experience to fan giveaways and Pelsquad uniforms and signs.

The goal was to create a cohesive, powerful visual experience that resonated with fans and underscored the unity between the team and the city, all in the pursuit of victory.