MiNNEsota Twins REBRAND - 2023
DESIGNER: Matthew Wolff // CREATIVE DIRECTOR: Kevin Hughes // TWINS TEAM: Joe Pohlad, Dave St. Peter, Heather Hinkel, Brace Hemmelgarn
One of my favorite projects during my time with the Twins was helping to rebrand the 60 year old franchise. Our goal with the work was to reignite the brand identity beyond the world of baseball. We focused on the strategic north star of defining a “Legacy Reinvented”. It needed to resonate to the outer reaches of Twins Territory while still engaging the culture in our own backyard. What we ultimately landed on was doing the right thing at the right time.
