Chargers

Introduction

The Chargers, a popular NFL franchise with a loyal fanbase, faced a two challenge: increase ticket sales in a competitive entertainment market while reinforcing brand consistency across a growing network of digital and physical products. This project required strong creative direction, technical precision, and an understanding of fan psychology.

Problem

Every NFL season brings new rosters, stories, and opportunities and with it, the need for creative assets aligned with the team's evolving identity. The real work lay in generating innovative concepts that would carry the brand and improve performance over previous seasons. Every asset, from digital campaigns to brand kits, needed to capture "The Energy," "The Lights," and "The Excitement".

Process

Work began with alignment between agency departments to audit previous campaigns and review brand assets. A digital ecosystem began to evolve that included online ad placements and digital downloads.

An roadmap was developed, balancing fan engagement with longer-term branding goals. Solutions needed to be technical, scalable, and resonate, with stakeholders and fans.

Rapid prototyping allowed for several ideas to be explored, including a DVD FanKit, digital downloads, and a custom screensaver. Simultaneously, an online brand guide was developed to codify typography, color systems, logo treatment, and UI systems, important for aligning future work from vendors and agency partners.

Result

The campaign unfolded across three integrated fronts:

Targeted Online Advertising:

Audience-specific media buys, localized creative, and clear calls-to-action created a media presence that didn’t just promote campaign messaging, it made fans feel seen. Every ad pointed to a digital experience that felt immersive, not transactional.

DVD FanKit

More than just a mailer, the FanKit became a keepsake. It featured exclusive player content, behind-the-scenes footage, and embedded links to digital ticketing portals. For loyal Chargers' fans, it reignited nostalgia and built a deeper emotional connection.

Online Brand Guide

A centralized, browser-based design system gave stakeholders and third-party vendors a single source of truth. Asset kits, usage rules, downloadable templates, and interactive demos ensured that the brand’s integrity could scale as fast as its reach.

Success

The Chargers’ brand shifted from reactive to strategic. Ticket sales showed a measurable increase during and after the campaign window, with online engagement surpassing benchmarks across ad CTRs and ticket sales. The DVD FanKit received strong feedback and opened the door for future collectible-focused campaigns. The brand guide streamlined workflows across internal teams and partners, reducing back-and-forth and reinforcing visual consistency for this season and beyond.

This project demonstrated how tactical creativity, when paired with system thinking, can simultaneously move both hearts and numbers.