In January of 2024
I was brought on as Creative Director for the Tampa Bay Buccaneers to lead a full brand reset. The job was simple but simultaneously complex: develop a comprehensive brand identity that IS Tampa Bay. Make it drive culture. Make it come from a real pirate spirit, not a Halloween costume.
In order to achieve this, we set three pillars:
1. Be a flag bearer for Tampa Bay.
2. Build a brand that lives on the field and off it.
3. Honor a pirate-born identity with grit and edge.
2. Build a brand that lives on the field and off it.
3. Honor a pirate-born identity with grit and edge.
Every decision traced back to these, and we spent the next six months pouring over the system.
The final identity kept what fans know and love, and shed what held us back. It was designed to hold up in stadium, on broadcast, in community, and on a phone screen.
The revitalized look landed as fresh yet familiar. Out of nowhere, the brand started to belong.
The final identity kept what fans know and love, and shed what held us back. It was designed to hold up in stadium, on broadcast, in community, and on a phone screen.
The revitalized look landed as fresh yet familiar. Out of nowhere, the brand started to belong.
The basic concept is simple
Showcase classic regional motifs and elements in an effortless and organic way to tie the city’s rich Spanish/cuban influence with the team’s visual identity.
The shapes, elements, and textures are all storytelling opportunities that are pulled directly from historic locations throughout the greater Tampa Bay.
Whether it's Ybor City (a historic Tampa neighborhood known for its Cuban and Spanish heritage, thriving cigar industry, and vibrant culture.), the Tampa Theater, or the University of Tampa — we turned to the region itself to help tell craft our narrative.
By weaving these iconic Tampa Bay elements into our designs, we’re not just creating visuals — we’re telling the story of the city that makes the Buccaneers who they are.
Thank You For Viewing!
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For more work please visit designwithdan.com
or give me a shout on my socials. I'd love to hear from you.
or give me a shout on my socials. I'd love to hear from you.