In the fall of 2021, we set out to create a modern, relevant, and strong visual identity for the 2022 football season that would attract new, younger fans while connecting to our loyal fan base. Our strategy was to also capture a sense of our younger players, excitement, and optimism for the future of the team.
Our goal was to create a modern design but we also committed to keeping it authentically Chicago. I went as far as exploring Chicago to find textures, patterns and typography that are found throughout the city to stylize and infuse them into the designs to ensure that connection.
Finally, we wanted a design that would make an impact across all mediums and have all content creators be aligned in how the design is communicated visually. Having input and feedback from numerous members of the organization was the ultimate driver of this direction being a success.
