Change was coming and we could smell it.
Late in 2013, we received a call from the Lehigh Valley IronPigs asking us to help introduce variant uniforms and logos for the 2014 season to their hardcore fans. After following Weidenhammer Creative for some time, they knew we’d knock their campaign out of the park! While we were honored and jumped at the opportunity – let’s be honest – it was the bacon logo that had us smelling the change!
Our idea for the campaign was based upon an abstract motif we call “The Story of a Single Pitch.” This includes the batter and hitter, an outfielder, and, of course, a fan. It was important to us to incorporate visual representations of fans since they are such a large part of the big picture. In our written concept stage, we outlined the website and how we would execute the story of a single pitch, including visual references of the proposed photography style.
The Story of a Single pitch is featured on the homepage, while the inside pages have each individual player/fan debuting a different uniform and revealing the story behind each logo. Wireframes of the proposed interface were created along with storyboards outlining various poses and how they would work together on the homepage as well as the individual pages.
A beta version of the site was rapidly developed using the wireframe and storyboards before implementing the custom photography and interface styling polish.
Outstanding photography was required to properly reveal the cool new uniforms to the world. We sketched different poses and performed initial tests at our studio to prepare ourselves for the big day. The initial shoot took place at Coca-Cola Park in one afternoon by our four man production team of photographers and designers. Everyone had a great time, even the Iron Pigs employees that were cast as the models.
Additional merchandise shots were created on seamless at the Weidenhammer office.
Within the first 48 hours of launch, the #smellthechange campaign went viral. It was covered on a number of high profile websites, such as Mashable, ESPN and GQ. The response from the public was immediate. According to the IronPigs’ Twitter page, the “bacon” hat has been shipped to all 50 states and 4 continents.
The new logos were developed by the very talented team at Brandiose.
We’d love the opportunity to show you how Weidenhammer Creative would benefit your company’s marketing needs. To set up a free consultation email Jeremy Jones, Manager of Client Relations: Let’s get started!