event & brand design
the notre dame football "shamrock series"
problem | Develop and execute the branding for Notre Dame Football's 2024 game vs. Army in Yankee Stadium. The goal was to create new excitement for fans, since the Fighting Irish have played in New York City several times, even as recently as 2018.
solution | The story of the game was the 100 year anniversary of Notre Dame vs. Army at the Polo Grounds in 1924 – right across the river from current Yankee Stadium. That game, won en route to Notre Dame's first consensus National Championship, featured a backfield so dominating it inspired one of the most famous sports articles and images of the 20th century. Grantland Rice for the New York Herald Tribune wrote "Outlined against a blue-gray October sky, the four horsemen rode again."
Our key message: The Return of "The Four Horsemen"
| the branding |
primary logo
The event marks center on reimagining the famous Four Horsemen into dynamic, modern figures. Rather than standing motionless, the horsemen leap into Yankee Stadium, and run forward into the future. The primary logo features a number of easter eggs, including the shape of the original Polo Grounds.
additional logos
The story of Notre Dame’s Four Horsemen and the 100 year anniversary of its first consensus National Championship continues through a collection of additional logos, meant to expand both the event’s theme and brand versatility. The secondary event logo (below) is inspired by the masthead of The New York Herald Tribune in 1924.
The tertiary horseshoe mark (above middle), another reference to the Four Horsemen, includes a “big apple” for New York City, and years marking the 100th anniversary of the 1924 season. The Shamrock Series encompasses a number of events beyond the game itself, including the Shamrock Skate at Rockefeller Center (above), which has its own mini identity.
| design system |
The graphics presentation honors the history of the Four Horsemen without visually looking to the past; keeping the 2024 Notre Dame Football Team front and center. The design system relies on traditional elements (gothic script, newspaper layouts, detailed illustrations) presented through collage and bold typography. It has a 1924 newspaper feel with a distinctly 2024 twist.
Motion design for the initial event announcement.
| the event: yankee stadium |
| fan zone: the sheraton hotel times square |
The lead up to the game presented the opportunity to highlight four current Notre Dame football players (a new generation of "Four Horsemen") with graphics inside and out of the Sheraton Hotel Times Square. Notre Dame had a full takeover of the hotel interior, with graphics throughout the lobby.
a little more on how we did it:
Developed in close collaboration with Notre Dame's Brand Director Tim O'Connor; Fighting Irish Media and Notre Dame Athletics; University of Notre Dame and the New York Yankees. Illustrated horses by Tracie Ching as part of a special commemorative poster. Logo development assisted by Tim O'Connor and Boston Logan.
key aspects of my role: overall creative direction, final logo designs, all graphic design shown above, the field design, and the creation of all required production files.