New York Yankees visual refresh for the 2018 season.
When prompted to develop a refreshing look & feel for the 2018 season, the goal was to get butts in seats and sell more tickets. Aside from the Yankees' history, we discovered that current and prospective fans attended games because of their unpredictable outcomes—the idea that the future's unwritten. With each ticket representing a moment in time, we are putting the pieces of the story in the hands of the fans and allowing them to write the future themselves. The sequential frame-by-frame allowed mini narratives to develop within themselves and occasionally carry across multiple tickets.