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.