After 10 years strong, the St. Petersburg Bowl decided it was time for a new look, a new name, and a new title sponsor to anchor a rebranded and revamped College Football Bowl game.
Shortly after Bad Boy Mowers was named the chief sponsor for the game, ESPN tasked us with creating an entirely new brand for an entirely new game.
- Create a brand that speaks to all of Tampa Bay football fans–not just those of St. Petersburg.
- Distribute the Bowl game’s USP (unique selling proposition) through multiple channels including print, digital and general design.
- Work with ESPN and Bowl partners to accelerate brand growth leading up to the official launch and the main Bowl week events.
- Match the intensity, fervor and excitement of Tampa Bay’s Gasparilla culture.
From day one, we planned to produce multiple design elements and distribute them across multiple mediums. By the time we wrapped the rebrand, we wanted to hand over a new logo, brochure, billboards, digital ads, landing page, web design assistance, and sponsorship collateral.
Our starting point? Re-naming the Bowl game.
After months of brainstorming with our ESPN partners, we went with the only name that perfectly pieced together the enthusiasm, intensity and passion that the Bowl game would be all about: the Gasparilla Bowl.
Our next step? Giving the name life through logo design.
Mixing in elements of Tampa’s renowned pirate theme and city-wide football fandom was our primary challenge when deciding the fervor and aggressiveness the logo should portray.
After pulling influence from other pirate-themed logos across football, we created a badge completely unique to the Bowl game–island-inspired colors (teal and orange) with intimidating text and pirate swords on each side to balance the seal.
Getting the logo in front of the public (and in broad daylight) was our next step. We let the sparks fly with a series of billboards that brought an intriguing, fiery mystery to Tampa Bay’s highways.
We coupled the billboard designs with a series of matching digital ads. With embers burning in the background, our campaign was officially launched under the #InvadeTheBay moniker that escorted Tampa’s highway-goers to a lead-generating landing page and custom URL, invadethebay.com
Once all the teasers had piqued the appetite of local college football fans, it was time for the main course–launch time. ESPN organized and hosted the official Bowl game launch party and press conference in Tampa this past August, recognizing CEA for our work.
Along with ESPN and Tampa Bay, we want to see unmatched growth in the Bay area for years to come, in sports and beyond. Through intentional design, sports industry experience and rounds of revisions, it was an honor to partner with ESPN to bring the newest staple of Tampa’s Gasparilla culture and the newest name in College Football.
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