CHALLENGE: The Pro Football Hall of Fame needed to change their perception from being a destination that celebrates “history” to being one that’s the “champion” of America’s most popular professional sport.
SOLUTION: The development of a new brand identity. Focusing on the players that make the game great, instead of focusing on the exhibits themselves, helped reach today’s NFL fans, as well as those of yesteryear. This new brand needed to be flexible enough to support ongoing tourism efforts, as well as the annual Enshrinement Festival.
RESULTS: A modular creative identity designed to accommodate different creative elements – from small-space print and online banners to full-page print, outdoor and direct mail campaigns. The identity is updated annually to provide a fresh vision to repeat visitors, while maintaining brand consistency. The campaign continues to drive increased visitation year over year.