Loud & Loyal

Background

In 2022, I had the opportunity to build an identity system for a new Thunder clothing line. The collection would be designed and manufactured by an external vendor and we would market it as a private label collection. As I hit the drawing board, I was enthralled by a vision for a collection that uniquely resonated with the city and next generation of Thunder fans. I decided that, along with an identity system, I would pitch apparel concepts and the idea that we bring the apparel design in-house.

On November 4, 2022, we debuted the first LOUD & LOYAL drop at an exclusive influencer event at City & State in downtown Oklahoma City.

Role

As the creative lead on the project, I developed strategy and identity for the brand vertical and then designed the apparel, collateral, and live event for the first of four drops. I worked closely with the Fan Development Experience Strategist to bring the vision to life across touchpoints from the initial invitation to the point of sale.

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.

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.

Identity System

Three creative principles drive the visual application for the LOUD & LOYAL brand vertical.

REVERBERATING

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.

LAYERING

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.

EVOLVING

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.

TYPOGRAPHY

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

Cut from a Different Cloth

Each of the first four drops expands on an idea from our introductory messaging. With each drop, fans can anticipate an exciting evolution of the LOUD & LOYAL vertical.

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.

Looking Ahead

When I moved on from my role at the Thunder, I had planned out themes and assets for three additional drops. The REVERBERATION drop took place on February 17, 2023 and is available now. The third and fourth drops will explore SUNRISE TO SUNSET and NOISE IS IN YOUR BLOOD. Each drop is an opportunity to push the boundaries of expression, engage fans in a new way, and raise brand awareness across platforms.