New Era cap in blue camo pattern on a blue camo pattern background
New Era cap in blue camo pattern on a blue camo pattern background

New Era

The Cap Fanatics

Since 1993, New Era has set the standard for fitted caps as the official provider for Major League Baseball. A heritage brand whose roots extend back to 1920, they were looking for a brand evolution that could help them transcend from a baseball cap company to one of the most influential apparel & accessory brands in the world – carrying them forward into a new century. We collaborated to produce a comprehensive positioning, narrative, and strategy, as well as a logo redesign, packaging design, the creation of a New Era Design Lab in SoHo, NYC, and the design of the iconic 59FIFTY sticker.
New Era logo on blue background
New Era 59 Fifty sticker on cap
New Era print advertisement. Headline reads "Stacked" and has an image of a stack of caps with various baseball team logos on them.
New Era print advertisement. Headline reads "Black Magic" and has an image of a black cap with a black logo on it.
New Era print advertisement. Headline reads "Blend In Stand Out" and has an image of a blue camo cap on a blue camo background.
New Era print advertisement. Headline reads "Classics" and has an image of a cap with various basketball team logos.
Shop interior
Shop display
Shop interior
Shop display
Web layout
Web layout
Web layout

Brand Immersion & Research
Brand Design Strategy
Logo & Identity Program Design
Creative Platform Design
Advertising Campaign Concept & Design
Product Graphics
Experiential Design