49ers '94 Throwback

Overview
For the 2018 season the San Francisco 49ers released the 1994 throwback uniforms. The plan was to create new visuals, photography, graphics, and a team voice. The idea was to create a fan experience that spread from the jersey release to the gameday itself. For a more detailed view of the jersey, visit the 49ers Throwback page.

Role
Branding, Ideation, & Design

Research
In order to understand the direction of the campaign, we looked at the 1994 season uniform uses as well as the team graphics at the time. To bridge the styles of the past and modern era, we drew inspiration from the Memphis style graphics of the 90’s. Lastly, we took elements from the jersey design in order to tie them all together and themed them to the team colors & identity.

Photography
The photo shoot is where we could get expressive and showcase the players personalities similar to the style of the 90's. We decided to accentuate the jerseys by photographing them on a bright red background, and directed the players to showcase their personalities in poses that reminded them of the 90’s.

Game Build-Up
The week before the game, partnership activations were redesigned and taken over to fit the graphic style. In addition, all fans, received a 90's themed giveaway shirt.

In-Game Graphics
Social graphics were created to hype up modern fans while introducing a bit of nostalgia. They were used as a narration of the game on twitter and as a social media refresh from the current brand.