Ravens Forevermore

Each season, the Ravens creative team develops a brand campaign that carries the organization through the entire year. As Lead Creative on the 2025 campaign, I guided the team through research, concepting, mood boards, sketching, logo and mark development, and the creation of multiple pieces of key art used by internal and external partners to produce thousands of assets across every platform.

For the Ravens’ historic 30th season, it was an honor to collaborate with an incredibly talented group of professional designers and creatives to bring Ravens Forevermore to life.

2025 Brand Campaign

While every season presents new challenges, the 2025 campaign was built around four core goals:

oVERVIEW:

Campaign Goals:

ROLES:

APPS:

• Create a unifying message that resonates with both players and fans
• Honor the Ravens’ 30-year legacy
• Spotlight the current roster as they build the next chapter of team history
• Build on the creative momentum from the previous season

• Creative Direction
• Campaign Strategy
• Logo Design
• Graphic Design

• Photoshop
• Illustrator
• InDesign
• & Others

30 Seasons Branding

A key part of the 2025 campaign was celebrating the Ravens’ 30th season. Using the anniversary logo designed by Sr. Designer Ken Lisse, our team developed a complete visual system—including backgrounds, type treatments, giveaways, and supporting collateral—to bring the milestone to life across every touchpoint. Featured applications included the Season Hat, Season Scarf, and custom box designs.

Campaign Toolkit

The campaign mark anchors the entire creative system, so it was developed early to support both early print deadlines and long-term use. I explored a wide range of type styles and treatments, testing them directly on early key art to ensure the final mark was both flexible and iconic. The primary campaign backgrounds, created in collaboration with Senior Designer Chris Chandler, feature handwritten passages from Edgar Allan Poe’s The Raven layered over a vintage paper texture—connecting the campaign’s literary roots to the Ravens’ identity.

The Finished Wordmarks:

Early Wordmark Concepts:

Marks:

Key Art DEVELOPMENT

Key player artwork serves as the visual backbone of the campaign, forming the basis for everything from digital and print ads to social posts, billboards, stadium signage, in-game graphics, print collateral, and so much more.

A short video showing the layers that make up the final key art

Key art breakdown infographic

Pole Banners / Stadium Activation

STADIUM BOARDS / Social Sizes

Stadium Souvenir Cups

Commemorative Tickets

Gameday Program

Campaign Applications

Additional Art Treatments

Alongside the primary player look, we developed several alternate treatments that used the same campaign elements while offering fresh ways to communicate the theme across different formats and platforms.

This piece unites Ravens legends and the current roster in a bold, collage-driven composition. By combining player photography, raven imagery, stadium shots, and text from The Raven—blending black-and-white with color—we created a dynamic visual system that could be repeated across multiple deliverables like: collectible program inserts, large-format stadium posters and signage, social graphics and more.

Open Video–Themed Art

Legends of The Past & Present

Using cinematic background plates from the Ravens Productions Open Video, we developed additional campaign artwork with a more immersive, in-the-moment feel. These designs carried the motif of ravens flying alongside players into dramatic, battle-ready environments for use across billboards, posters, and digital advertising.

Social Media Graphics

The campaign system also extended into social, where it helps to highlight standout performances, game results, milestones, and the many unforgettable moments throughout the season.

Conclusion

Brad Downs, Sr. VP Marketing
Joshua Lukin, VP Brand & Advertising
Chris Chandler, Sr. Designer
Jake Rose, Sr. Digital Designer
Ken Lisse, Sr. Designer
Peter DeSantis, Graphic Design Intern
Shawn Hubbard, Phil Hoffman, Joey Pulone, Team Photographers
Ravens Broadcasting, Digital Media, PR & more

Ravens Forevermore became more than a seasonal campaign—it was a celebration of 30 years of Ravens history, the passion of our fan base, and the future that the current team continues to build. Bringing it to life alongside such a talented creative group was one of the most rewarding projects of my career.

Collaborators:

All graphics, logos, photos, slogans and content are copyright © and trademarked by NFL, Baltimore Ravens, or the respective IP owners. The collaborators listed is only a small portion of the many talented team members who brought the campaign to life, thank you to all.