Ryan Wesley Peterson
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🏴‍☠️ It’s a Bucs Life


💡 Summary:


There’s not many brands with a logo as beautiful & dynamic as a flowing pirate flag. It was an easy choice to revolve everything around the flag, completely overhauling the brand (marketing, social, stadium, ticketing experience, digital, etc.), & creating a rallying cry for all of Tampa Bay that celebrated the bucs life... 



🗓️ When:    😍 For:
2012         Bucs (via Mutt Ind.)


 




We played up the mischievous pirate spirit, & leaned into Bucs fans unapologetic love for their team & their city...






We gave the Bucs a modern, strong look, built with dramatic flag images, aggressive athlete photography, bold use of type, & luxurious negative space.

This approach made the Bucs feel premium & elevated, while staying true to the team’s legacy & fanbase. 

Billboards like these really stood out in Tampa...





The stadium got a total make over, with more than 1,000 unique designs en masse. We did it all: the 170 foot tall posters on the exterior, all the stadium way-finding / signage, & even the Buccaneers branded ketchup & mustard dispensers...















We also revamped the ticketing experience & created a new print, out of home, social media, & television campaign, supported by a refresh of Buccanners.com & a slew of microsites...




























This was my first time working for a NFL team, & I learned a ton. It proved quite clever of them to hire an agency from across the country — our outsider perspective helped us find a fresh way in... 





Go bucs!










👋 My role:

Art direction, design lead, website strategy & design, photo retouching, & print production oversight.

📈 Result:
Ultimately—this didn't help them win any Super Bowls (yet), but the franchise went from dead last in fan engagement & overall experience to number three in the entire NFL. Go Bucs!

Now check out this stuff...




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