A family business since the early twentieth century, New Era has set the standard for fitted caps as the official provider for Major League Baseball. As the twenty-first century loomed over this heritage cap brand, we collaborated with them on a comprehensive positioning, strategy, logo redesign, narrative, packaging,point of purchase, design program, and their New Era Design Lab in SoHo, NYC that would carry them forward into the new century as the cap fanatics that they are.

The work we did together over a decade and a half of collaboration resulted in New Era’s transcendence from a beloved baseball cap company to one of the most influential apparel & accessory brands in the world. With callouts for custom caps by influential cultural icons like Spike Lee, Jay Z, Jake Burton Carpenter and more, New Era Caps ceased to be a simple signature of the sports fan, and became something far more complex and compelling. People once wore caps to display their love of a team, now they wore it for their loyalty to a city, a clique, a club, a culture.

The New Era flag logo has become a mark of craftsmanship and quality – a thing of esteem and respect that few could go without. The metallic 59/50 sticker we designed ceased to be disposable tags and became badges of honor.