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For most of 2023, PrizePicks set out to rebrand one of the fastest growing sports companies in the country. The brand we were working with was a black and gold dairy queen logo with sticker emojis scattered across the creative and copy that read like corporate stiffs trying to talk like the youth. It needed to go.
We brought in an outside agency to do the research — deep dives into who our members were, what they watched, how they talked, who influenced them. They spent months on it. When they put their pens to paper the creative came back childish, unrefined and ultimately unfinished. Instead of accepting it our CMO Chip Singh pulled me in and we locked ourselves in a WeWork in NYC for a week.
Iced coffee, bagels, two screens facing each other across a common table. We took their research and applied our own understanding of the community to build something real. We also brought in Derek Havilland Ascroft, our Senior Integrated Marketing Manager, who knew our members better than anyone in the building and was instrumental in shaping the brand voice.
The brief we gave ourselves was simple — ATL x BBALL x HIP HOP. Graffiti tones, bold colors, a mark as iconic as the city itself. The first time I designed the slanted P I told Chip we could stop right there. That was the logo.
What I'm most proud of isn't the work itself. It's that two young but hungry creatives were trusted to take over a massive project and given the space to cook without much oversight. You have to trust the people you hire to get you to places you could never expect.