Reinvigorating a legacy in Canadian football
Edmonton Elks
Overview
We rebranded Edmonton’s iconic, championship-dominating football team, shedding their controversial name while keeping the heart of the franchise alive. With a new name, logo, and rally cry, we launched a brand that lives up to the team’s legacy.
Relevance
- Launched a new, more inclusive brand.
- Rallied fans around a new cheer, “Antler up!”
- Got attention with new jerseys, fan swag, and stadium updates.
Key Challenge
We needed to create a brand that was inclusive and approachable for all fans, while still honouring an historic franchise.
Strategic platform
Convention:
New sports team try hard to look NEW
Disruption:
Re-EST – The name they could have had from the start. At home in 1949, Right for 2022.
Vision:
Instantly associated with the existing pride and heritage
Creative strategy
Turn a name retirement into a chance to breathe new life into a franchise, getting fans hyped for the future.
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