The National Football League (NFL) is a professional American football league consisting of 32 teams, divided equally between the National Football Conference (NFC) and the American Football Conference (AFC). It is one of the four major professional sports leagues in North America and the highest professional level of American football in the world.
Founded on August 20, 1920, as the American Professional Football Association (APFA), the league changed its name to the National Football League in 1922. The NFL has grown to become one of the most popular sports leagues in the United States, with a significant following both nationally and internationally. The Super Bowl is among the biggest club sporting events in the world and the league has an annual revenue of over $10 billion.
The NFL has actively engaged with local artists to enhance its marketing and promotional efforts, reflecting a commitment to integrating the cultural and artistic aspects of the communities in which it operates. These collaborations include creating art installations in and around stadiums, which often celebrate the team’s history and local culture. Local artists are also involved in designing game day posters and team merchandise, offering fans unique and locally inspired memorabilia. Furthermore, the NFL and its teams partner with artists for community outreach, including public mural projects and art workshops, particularly in schools. Artists are often featured prominently in NFL promotional events, such as live performances and art exhibits, especially during major games like the Super Bowl. The NFL showcases the work of local artists through digital platforms, including digital art and animations related to the game and its players. This integration of local art enhances the cultural connection between the league and its host cities as well as extends the NFL’s marketing reach and supports the local art community.
Creative Repute was hired by the NFL to assist with the design of a game day flyer for a high-profile game between the Philadelphia Eagles and the New York Giants, held at Lincoln Financial Field on December 9th, 2019. This specific flyer was crafted by a local visual artists, adding local flavor to the project. The design featured the Philadelphia Eagles, with a special focus on their quarterback, Carson Wentz, wearing his number 11 jersey. The flyer was part of a broader game day poster series, celebrating this intense matchup where the Eagles triumphed with a 34-17 victory.
The project aimed to capture the excitement surrounding this rivalry game, blending Creative Repute’s innovative design approach with the local artist’s vision. The artist team used a vibrant color scheme and dynamic imagery to reflect the energy and competitive nature of the game. The flyer’s design highlighted a key player and the spirit of the Philadelphia Eagles.
The process began with a discovery process where the goals for the flyer as well as the target audience, their interests, and preferences were identified. This information was shared with the creative team to inform the design direction of the flyer. Creative repute collaborated with local visual artists, ensuring that the flyer reflected the unique spirit of the Philadelphia community. This approach brought authenticity and a personal touch to the design. By incorporating the local artists’ distinctive styles, we could ensure that the flyer would stand out with its originality and creativity.
After a series of collaborative brainstorming sessions, our creative team developed a range of initial design concepts to present to the client. During these sessions, we focused on establishing a clear creative direction that encompassed the style, tone, and key messaging of the project. This stage was critical in aligning our creative vision with the client’s objectives. From here, several loops of client feedback and revisions to the design were made until we reached a final, approved work of art.
The flyer design resulted in a significant and positive outcome. A key element of the game day poster series, it added an authentic touch to the project. The success of this project was particularly evident on social media platforms like Twitter and Instagram, where the flyer went viral. The buzz was amplified by a special promotion during the game, where hundreds of signed copies of the flyer were given away to fans. This strategy significantly boosted the engagement and visibility of both the NFL and Creative Repute, while also fostering a deeper connection with the local fan community. The project exemplified how creative design could be leveraged to enhance the excitement and fan experience surrounding major sports events.