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overview
The Washington Nationals are an MLB team who won the World Series in 2019, just as we began working with them. Riding that high, they decided they would like to find a naming rights partner for their stadium — a stadium that has been unnamed since its inception.

We came onboard to help tell the story of this newly winning team just before the world shut down for the global COVID19 pandemic. 
Note: This project was done as part of my work with Innovative Partnerships Group. 
All brands utilized for illustrative purposes only unless stated otherwise.
project timeline
January 2020 - January 2022
creative team
Creative Director
Senior Art Director (Me)
presentation & storytelling design
video editing
concept design
a. challenge/constraint
Nationals Park had been built long enough ago to be functional but to never have been modernized, which means it was not the most technologically advanced stadium.

This made telling the naming rights story a challenge because we had to make the team look like a more exciting opportunity than other more storied teams.
b. creative strategy
We had to find a way to build a narrative around the team’s greatest strengths, specifically their recent win, the proximity to Washington DC, and the excitement of becoming a first-time-ever naming rights partner.

Our sales team decided to focus our outreach on automobile and technology companies, specifically ones that would have an interest in working towards US Government contracts or opportunities with government leaders.
b1. sizzle video - ev companies
For automotive, the sales team made a big play towards EV. The EV story was similar to the data story - leveraging the stadium as a showroom - but to show the momentum, we approached this category with a rebrandable video with concepts around stadium integration and building relationships with government officials.

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b2. storytelling design - technology
For the tech companies, the sales team wanted to focus on data and security. With that in mind, we created a custom data integration story that showed all of the ways a data company could optimize the outdated stadium and then use it as a technology showroom.
c. result
As a result of our storytelling, our sales team brought a potential partner all of the way to the table, receiving an offer that far exceeded our expectations. Unfortunately, due to some leadership changes, the team decided to keep the stadium unbranded.
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Jess Morgan
Owner & Creative Director