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

campaign development:

The Finished marks:

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) quickly became one of my favorites!

These early logo drafts show how my first ideas evolved. Focusing first on a stacked lockup with a Ravens logo and experimenting with utilizing the wing icon in the F and testing both regular & italicized text in a variety of typefaces. Eventually, landing on Matrix II, the Ravens primary typeface, as the best solution so it would be grounded in the history of the brand as we pursued an evolution of the uniform.

campaign marks:

working drafts:

Iridescent gradient.

logos & graphic Assets:

Part of my job as Senior Manager of Brand Design is to develop the campaign toolkit. This included logo treatments for the Ravens primary marks that would match the new uniform elements and the iridescent color effect, and working with our team of creatives to build out other assets like 3D uniform elements & logos, light leak & feather textures, headline treatments & more.

media day / photoshoots

Media Day Photos by Shawn Hubbard. Behind The Scenes photos by Chris Chandler.

To pull off a launch of this scale, we of course needed dynamic photography featuring our marquee players wearing the new threads. Planning multiple photoshoots that would feature 12+ players, a variety of lighting setups, multiple uniform changes for most of the guys, and of course, all done in secret! Massive credit to Shawn Hubbard and his team for the amazing photography that showcased the new uniforms closet beautifully!

Key Art DEVELOPMENT

Key art breakdown infographic

key art breakdown:

Our Key Art serves as the basis for many digital and print applications – everything from social posts to digital billboards, digital/print ads, posters, giveaways, in-stadium graphics and much more! Using the campaign toolkit, we begin the process of creating the key art that will serve the uniform launch & be flexible enough to develop 1000s of assets throughout the season.

Pole Banners / Stadium Activation

STADIUM BOARDS / Social Sizes

publication covers

packaging art

Campaign Applications

WHITE NOISE

game themes

A new game theme added this year was dubbed WHITE NOISE, and celebrates the all white uniform paired with the updated matte purple helmet. This uniform combo stood out as a favorite among both players and fans, so building a brand around it was a fun project to collaborate with my team on.

DARKNESS

game themes

DARKNESS LOGO

Since 2023, the DARKNESS game theme has been wildly successful and enjoyed by the fanbase. The theme owes it's namesake to the line "Darkness there and nothing more." from Poe's The Raven. As a chance to lean into the intimidating and "haunted" aspects of the brand, the players don their all black uniforms and this year, adding a new matte black alternate helmet which completes the uniform combo.

Examples of the DARKNESS wordmarks and how they've been featured.

I developed the original DARKNESS marks in '23, and since then it's been utilized on many brand related executions. From hoodies to hats to wall wraps and more, it's a wordmark that has held it's own. Using the Cheddar Gothic Serif font, I've worked with out team to refine and elevate it over the last few years to keep it current. The latest iteration (above) owes credits to our previous Graphic Design intern A. Name for the lockup with the eyes, and Graphic Designer Peter DeSantis who helped evolve the look, adding the script font underneath. The texture on the "DARKNESS" type was created using photos of 100+ year old slate from my very own Baltimore home's roof.

PURPLE RISING

game themes

Introduced in 2024, the PURPLE RISING game theme celebrates the games when the team wears their alternate all purple uniforms paired with an updated matte purple helmet. The uniform combo looks stunning and the gold highlights in the numbers add variety and flair. We follow the same energy with the creative utilizing gold as the main accent color to purple.

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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