Creative Director

Orlando Magic

The Short Version

Fans don’t just follow a team. They inherit it. I wrote and directed the launch of the Magic’s new look as a family story, handed down and never outgrown.

1.2M+Launch Day EngagementsThe team’s biggest day of the year
Top 2Posts of the YearBoth from the launch
15+Years WaitingSame logo and jerseys until now
01

Fandom Runs in the Family

A family that bleeds Magic blue. The love goes everywhere they go.

▶Sound on
The Launch SpotA New Era of Magic, 60s
A teen fan lying on a Magic-blue bed under team posters.
Their Room
A family seeing the new look in the team store.
First Look
An Orlando Magic license plate.
Right Down to the Plates
02

Make Change Feel Fun

A new look can rattle longtime fans. So we met them where they were, with a little humor.

Fans sitting in a circle under a sign reading Magic Rebrand Support Group.
The Rebrand Support GroupFor fans working through the change
A puppet in a classic blue jersey.
A Familiar Face
A fan watching a former Magic player livestream on a tablet.
Going Live
The new pinstriped Magic jerseys on display.
The New Threads
What I Took Away

A rebrand doesn’t belong to the team. It belongs to the people who grew up with it.