The Next Flight

In 2026, the Ravens, in collaboration with Nike and the NFL, launched The Next Flight – a completely updated uniform closet that evolved the classic Ravens uniform for the next generation of football.

As Creative Lead on the project, my task was to assemble a small but mighty team of designers to develop the creative that would accompany the launch – a complete campaign design that need to be developed in secret in only about 2 months time. Luckily, we were up to the challenge!

2026 uniform launch & campaign

For a once-in-30 year challenge like a uniform redesign, we dove into our work with the following goals in mind:

oVERVIEW:

Campaign Goals:

ROLES:

APPS:

• Develop a unifying creative look that would resonate with the team & our fans
• Showcase the redesigned uniforms and highlight all the details in our designs
• Generate excitement for the new uniforms via a major launch event and digital premiere (launch video, social media, advertising, OOH & retail activations)
• Drive retail sales online and at the new Flock Shop locations

• Creative Team Leadership
• Brand & Art Direction
• Campaign Strategy
• Logo Design
• Graphic Design

• Photoshop
• Illustrator
• InDesign
• & Others

logos:

The Finished marks:

working Drafts:

Below: I designed the final marks with both vector/print and digital applications in mind, and my ultimate vision of a 3D extruded mark (brought to life by Motion Graphics Artist Brent Airey).

These early logo drafts show how some of the starting ideas evolved. Experimenting with utilizing the wing icon in the F and testing both regular & italicized text with a variety of typefaces.

Key Art DEVELOPMENT

Our key player artwork serves as the basis for digital and print applications, including everything from social posts to digital billboards, digital and print ads, posters, giveaways, in-game graphics, and much more!

Key art breakdown infographic

key art breakdown:

media day

To pull off the launch, we needed to plan multiple photoshoots that would feature 12 players, a variety of lighting setups, multiple uniform changes for most of the players, and of course, all done in secret! Massive credit to Shawn Hubbard and his team.

GAME THEMES

Our always popular thematic games DARKNESS & PURPLE RISING got some brand updates this year to coincide with the new uniforms. We also added a new theme WHITE NOISE – when the players wear all white with the updated matte purple helmets.

White Noise game poster art

WHITE NOISE

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
Ryan Shaddle, Social Media Designer
Peter DeSantis, Graphic Designer
Shawn Hubbard (photographer)
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.

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