Edmonton Elks football helmets featuring a gold design with a green antler logo and black faceguard

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.

Aerial view of the Edmonton Elks football field, featuring the team's large yellow elk head logo and 'Edmonton Elks' text at midfield
Edmonton Elks logo with green antlers overlaid on bold white 'ELKS' text on a yellow background
Edmonton Elks player running with the word 'CHARGE' in bold green on a yellow background
Posters on a wall featuring 'ANTLER UP' and multiple 'ELKS' text with a player in Elks uniform
Three Instagram posts showcasing the Edmonton Elks new name, logo, and repeating antler pattern
Man wearing a green Edmonton Elks t-shirt and a flag with the 'ANTLER UP' slogan

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