Cubs Convention Rebrand

In 2023, I had the opportunity to dream up a completely new look and feel for Cubs Convention 2024. Though it is an event that has taken place annually for over 30 years, Cubs Convention really hasn't had much of an identity throughout the years. With the launch of a new logo for 2024, it felt like the perfect opportunity to establish a new and exciting look that will work for a few years to come.

The project started out by simply thinking about WHAT exactly Cubs Con is and what it means to players, fans, and families. After exploring a few directions, I settled on one that felt modern, bold, energetic, and exciting -- all things that currently describe the Cubs and what serves as the kickoff to the Cubs baseball season.

Below is an overview of the creative direction that I developed, which involved creating the style guide, a toolkit, and leading all creative projects which were handled both in-house (videoboard graphics, social promotions) and externally with vendors and agencies (for signage, the event app, merchandise, and more).xt here...