Chicago Cubs + Wrigley Field

A decade of building a brand.

Throughout my career, I have had the honor of helping one of the most iconic brands in sports build their brand through multiple disciplines that have shaped the creative director I am today. I’ve connected the Chicago Cubs and Wrigley Field emotionally to fans and partners across several departments of the organization - from sales presentations to enhancing the game experience, to storytelling the vision of the ownership executives in order to inspire and invoke the hope of their ever-faithful fans.

Hey! Hey! Holy Cow! Take me out to the ballpark…

Here’s a few highlights...

Brand Content & Storytelling

The Chicago Cubs 2013 Fan Convention opened with a stirring eight-minute video produced by Gameplan Creative. The short film is narrated by Chicago-native celebrity Gary Sinese. The video chronicles the unique 139-year connection between the Cubs and the City of Chicago. We used a series of rare and compelling photos to frame the story, followed by video highlights of the Cubs illustrious past including team legends, colorful owners, the evolution of Wrigley Field and its surrounding community, Wrigleyville. The commentary describes the treasured traditions of the Cubs even after multiple changes and owners and how the team has withstood the test of time, largely due to it loyal and passionate fans. The conclusion highlights the current owners investments to build the team for sustained success.

2013 Chicago Cubs Convention
Ownership Vision Video

As part of the Chicago Cubs 2013 Fan Convention Opening Session, we produced a five-minute baseball operations video detailing the teams plan for sustained success. The video includes key images of new training facilities in Mesa, Az and Dominican Republic; highlights top Cubs prospects in Fall/Winter leagues and includes interviews with Cubs Baseball Operations Key Staff. The video reveals to core Cubs fans exactly how the Cubs are working to build in the organization through signing young players, building a top farm system through trades and international signing and creating a winning atmosphere for the National League’s oldest franchise.

2013 Chicago Cubs
Baseball Operations Report

Wrigley Field Tours
Official Video

Fan Experiences

Changing the landscape of an icon to enhance the fan experience.

While modern baseball stadiums boast huge videoboards, Wrigley Field held the time-honored tradition of a manual, hand-powered scoreboard near and dear to their hearts, adding to the charm and lore of the Friendly Confines. In 2012, the Cubs were dipping their toes in enhancing the game presentation (and building revenue) with the addition of a digital sign on the right field wall. This sign allowed fans to warm up to the idea of bringing digital and video content to an otherwise very uncluttered view.

I helped the Cubs establish a look and feel for this digital signage that felt authentic to the Cubs brand and honored the iconic visuals of the original scoreboard and classic ballpark details.

The result:

Designed and executed a visual brand for the Wrigley Field game presentation that was embraced by the team and fans
Delivered branded content, game information and sponsorship integration to fans in a way that felt comfortable and appropriate
Paved the way to seamlessly transition to the renovations that added 2 massive videoboards - which carries the same visual aesthetic into a modern game presentation that feels authentic to the Cubs and Wrigley Field brand

Executive Marketing & Sales Presentations

The business of baseball.

Cubs Business Operations Report

Custom corporate presentation for team executives.

Wrigley Field Restoration Plan

Keynote presentation to promote the team efforts to preserve and enhance Wrigley Field.

Wrigley Field Restoration Plan

Team owner, Tom Ricketts, presenting the Wrigley Field Restoration Plan to the City Club of Chicago.

Innovating corporate presentations since 2004

Designing, executing and implementing digital sales and marketing videos and presentations.

Sponsorship Integration

Strategically align sponsorship attributes with team assets to highlight a partnership and enhance the fan experience.

Chicago Cubs + Audi
Audi Club at Wrigley Field environmental graphics

Chicago Cubs + Athletico Physical Therapy
Great Moments in Cubs History in-game promotion

Iconic Design

Because fans wear their heart (and your brand) on their sleeve.

Just two short years after celebrating the Wrigley Field centennial anniversary, the Chicago Cubs were looking for a way to commemorate 100 years of the Chicago Cubs calling Wrigley Field their home. While Wrigley Field was built in 1914, the Cubs didn’t start playing there until 1916. I was lucky enough to design the commemorative patch worn throughout the 2016 season … and what a magical season it was. After 108 years since their last championship, the 2016 Cubs finally flew the ‘W’ flag after a World Series win.