NFL Rebrand Campaign
Campaign Overview
“ALL IN” positions the NFL as a catalyst for connection, confidence, and community—not just a source of entertainment. Designed to resonate with youth, women, Latinos, and casual fans, the campaign transforms football’s cultural reach into opportunities for greater belonging, physical activity, and social well-being.
Design Strategy
The NFL has established a distinct brand identity: one that balances strength with approachability, and confidence with optimism. Our campaign builds on that foundation, reinterpreting the NFL’s visual language through a more playful lens. We blend halftone and photographic imagery with bold color and layered textures. Bright, welcoming tones set the overall mood, while grittier textures add contrast and intensity.
Design System & Assets
Photography Direction
The photography combines a candid, youth-focused style with warm color grading and high contrast. This direction creates a bold, energetic look that still feels approachable.
Creative Strategy and Media Plansbook
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