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 |
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.
the 1924 Notre Dame "Four Horsemen"
the polo grounds
branding process
original logo sketch
alternate logo sketch
above: the full branding set
| the event: yankee stadium |
| fan zone: the sheraton hotel times square |
In the lead up to the game we took advantage of 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. The visual direction is intended to honor 1924 but with a modern energy.
a little more on how we did it:
Developed in close collaboration with Notre Dame's Director of Brand 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.