RISE & CONQUER

Campaign DEVELOPMENT

"In Baltimore, the championship window never closes. With a young, driven Pro Bowl core returning, the Ravens are ready to write the next chapter of franchise history. Rise & Conquer will be a rallying cry for the Flock to bring their unmatched energy back to the stadium."

The name Rise & Conquer comes from the two live ravens at the Maryland Zoo—Rise and Conquer—making it a phrase already familiar to fans, yet never used as a season-long campaign. It perfectly captured the mindset we wanted the team and the city to embrace: rise above the competition and conquer every challenge.

KEY MESSAGE & THEMES:

Photo: Shawn Hubbard

MOOD BOARD:

The campaign look and marks were developed in parallel, ensuring they worked together across every application. Working with Senior Digital Designer Dave Heringer, we explored dozens of sketches, typography styles, and layout concepts before landing on the final direction.

1st LOGO Concepts:

LIGHT IT UP!

A defining visual element became the PURPLE FIRE—a symbol of intensity, momentum, and magic. Using a mix of stock inspiration, Adobe AI, and hands-on digital painting, I created a flexible library of fire elements that could wrap around players, text, and objects for dynamic compositions across all platforms.

1st SKETCHES & Concepts:

Campaign Toolkit

The final mark pairs Vash for RISE—sharp and expressive—with Tungsten for CONQUER—strong and grounded—balanced by a flowing ampersand. Both stacked and horizontal versions were created, along with clean and textured raster/vector versions.

The Finished LOGO:

Marks:

Key Art DEVELOPMENT

Studio photography by Shawn Hubbard was color-graded and composited into custom purple field environments, layered with fire, clouds, sparks, and textures to create a bold, cinematic campaign look.

KEY ART BREAKDOWN

ILLUSTRATION: "RAVEN RISING"

I also had the opportunity to illustrate an original piece titled Raven Rising, later featured on apparel and a limited-edition flag sold by Ledo Pizza, with all proceeds benefiting the Ravens Foundation.

First sketch & digital concept, then the final vector illustration on a flag.

Pole Banners / Stadium Activation:

STADIUM BOARDS / Social Sizes:

Commemorative Tickets:

Gameday ProgramS:

aDVERTISING EXAMPLES:

OUT OF HOME:

We launched the campaign with a three-phase billboard takeover in partnership with Clear Channel. Each stage progressively “tore back” the surface of the billboard using 3D rips and illuminated rope lighting—building anticipation until the full campaign was revealed in the third week.

Campaign Applications

Additional Art Treatments

An alternate set of visuals featured players photographed inside a sculpted cave set, expertly photographed by Joey Pulone. Dramatic overhead lighting and 3D logos on the set wall created heroic, cinematic portraits that we could utilize for posters, social wallpapers, and more.

"THE CAVE"

Before & After Treatment
Above: Cave set concept art
Below: Unedited photo by Joey Pulone
Right: Final graphic with effects

SOCIAL graphics & WALLPAPERS:

CAVE ART BREAKDOWN

PLAYOFFS CAMPAIGN

The cave artwork was also adapted as the primary visual throughline for the 2024 season Playoff push, evolving naturally into the CONQUER ALL Playoffs theme.

MERCH & BRAND EXTENSIONS

Through a continued partnership with Wining Drive Wines, I designed campaign-branded labels for both Chardonnay and Cabernet Sauvignon products, extending the campaign and further boosting the presence in a new marketplace.

RISE & CONQUER WINE LABELS

Conclusion

• Brad Downs, Sr. VP Marketing

• Joshua Lukin, VP Brand & Advertising

• Ken Lisse, Sr. Designer

• Chris Chandler, Sr. Designer

• Dave Heringer, Sr. Digital Designer

• Jake Rose, Digital Designer

• Team Photographers: Shawn Hubbard,
  Phil Hoffman, Joey Pulone, Jill Fannon

• Ravens Broadcasting, Digital Media, PR & more

Rise & Conquer became one of the most successful Ravens campaigns in recent memory. Fans embraced it everywhere—from social posts and homemade signs to small-business storefronts across Maryland. Watching a city and our fans rally around a campaign we built together was incredibly rewarding—and proof that the Ravens Flock will always rise to support our team.

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.