Durham Bulls Refresh: 2019
One of my favorite parts of being an in-house designer has always been pushing the boundaries of an established brand. Arguably the most recognizable organization in Minor League Baseball, the Durham Bulls have an incredibly rich and storied history, and a dedicated fanbase that includes everyone from traditional baseball purists to families looking for something fun to do on a summer night. After coming into the role just weeks before the start of the 2018 season, planning for 2019, I was able to take full ownership of the graphics package for the year.
To accommodate sales efforts of the sponsorship team, the first project I made major updates to was the gameday program. I introduced new fonts, styles and supporting elements, then carried this system through the year’s media guide, sales collateral, season tickets, in-game graphics, credentials, concessions, social media and all integrated marketing materials. The Bulls legacy remained the heart of the visual brand, but the 2019 season provided a vibrant and dynamic update to all touchpoints.
— Print projects —
— Employee manual —
— Environmental projects —
— Gameday graphics —
“I had the extreme fortune of working with Amy as a creative partner
while we both worked with the Durham Bulls. Even with a brand as iconic and established as the Bulls, she managed to breathe fresh life into the visuals—effortlessly achieving the balance between honoring tradition and pushing boundaries. Amy has a sharp instinct for brand development, but more than that, she understands how to make creative work smarter, more strategic, and still genuinely fun. I learned a lot of lessons from her that have helped me advance in my own career. She brings clarity to the chaos and has a way of elevating the people around her, not just the work. Any team would be lucky to have her on their creative team!”