Project Overview

As we approached this project, we knew that we would need to create a campaign and brand mantra that would communicate everything about the Padres in an emotional way that would engage those who came in contact with it. That idea in mind, we looked deep into (and far outside of) what the Padres had done in the past, conducted our research, and developed a brand strategy to execute.

We needed a way to connect the team to the community. Obviously, winning was something we couldn't control... But we realized that we could spark a connection by creating an exciting visual style. We wanted a look that would portray the great things that the sport brings - winning, action, emotion… all the things people want to see when they think of professional sports.

Developing the brand driver came easy to us. People want to stand for something, believe in it, and love it. The new "SD" mark is clean and its meaning is the perfect connection catalyst. "SD" stands for San Diego. Nice. Stamp that down on an intriguing visual with an attention getting tagline and you have the perfect brand identity; strong, built on strategy, and memorable.

“SD” STANDS FOR SAN DIEGO delivers the key aspects of the brand in a clear and simple format. It’s an emotional delivery of who we are, and it’s also a bridge between the organization and the people who live in the city it occupies.

Branding Services

• We designed new logos for the team
• We built on the new logos to develop visual style and art direction.
• We developed a community centered brand identity.
• We came up with a winning brand strategy for the Padres.