Loud & Loyal

Background

In 2022, I was tasked with building an identity system for a new Thunder clothing collection. The apparel was to be designed by an externally but it was important that the identity and apparel uniquely resonated with the city and next generation of fans. Along with the identity concept, I also pitched apparel concepts with the hope of bringing the apparel design in-house.

On November 4, 2022, we debuted the first Loud & Loyal drop at an exclusive influencer event in Oklahoma City.

Role

As the creative lead on the project, I developed strategy and identity for the collection and then designed the apparel and digital, print, and environmental collateral for the first drop.

I collaborated closely with the Marketing team, team photographer, vendors, and more to bring the vision to life across all touchpoints.

Strategy

The Thunder have long defined their loyal fan base as season ticket members, but how generations absorb sports entertainment is evolving. This is a brand vertical to define the next generation of the LOUD & LOYAL fan. Through retail expansion, we reimagined the way the Thunder interacts with its emerging fan base.

Three principles drive the visual expression of Loud & Loyal:

Reverberation

What does LOUD look like? A play on the fan base's nickname of "Loud City," visuals that capture the form and impact of noise.

Layering

OKC is a vibrant culmination of culture. We see this through the street art, where new colors directly applied onto existing weathered surfaces.

Evolution

This city and fan base is not fixed or stagnant. A system designed to evolve its expression.

Messaging

From sunrise to sunset, you put in the work. Cut from a different cloth, you show up rain or shine. You are locked in moment by moment. Through art, technology, music, sports, and more – you are the reverberation that brings life to this city and pushes it onward. Noise is in your blood. You are the LOUD & LOYAL, and together, we are THUNDER.

TYPOGRAPHY

There is an interconnectedness and contagious energy to this city. It is not fixed or stagnant. This system was designed to evolve. It is a container within which opportunities for expression are endless.

COLOR

What does LOUD look like? A play on the fan base's nickname of "Loud City," visuals capture the form and resounding impact of noise.

ICONOGRAPHY

This city is a vibrant culmination of culture. We see this through the growing street art scene where color and form are directly applied onto existing weathered surfaces. We are preserving while progressing forward. These are the layers of OKC.

Cut from a Different Cloth

The plan was for each of the first four drops to expand on an idea from our introductory messaging. With each drop, fans can anticipate an exciting evolution. The theme for the first drop, Cut from a Different Cloth, speaks to what sets this group of fans and this retail collection apart from the rest.

Check out Drops 2 and 3, designed by Micah Fryslie!

Looking Ahead

Loud & Loyal has continued since then with 2 additional drops taking place since.

Each drop is an opportunity to push the boundaries of expression, engage fans in a new way, and raise brand awareness across platforms. I am extremely grateful to have worked with the team to establish the collection.