Freelance • Creative Direction • Design • Brand System
The Players Alliance had a mark the players believed in. It needed to work harder if it was going to take them everywhere.
Coleture Group brought me in to round out The Players Alliance’s brand system ahead of the nonprofit's official registration. The Alliance, more than 70 Black MLB players united to push for racial equality in the game, had approved a base logo, I came in for refinement.
The Ask:
Evolve the approved mark into a flexible system: vertical, horizontal, and standalone brand mark.
Brand Mark
I fine-tuned proportions and line weight on the primary logo so it held up at icon size. Changes were subtle yet effective.
Vertical Lockup: For social avatars, merch tags, jersey patches.
Horizontal Lockup: For web headers, banners, tent and table signage.
Stacked Lockup of the Mark: social avatars, merch tags, jersey patches.
The Outcome
The system now runs across the Players Alliance's merch, social, and web presence, consistent from a jersey patch to a homepage header, built on a mark the players recognize as a symbol of their beliefs.
Agency: Coleture Group, NY