Lucie Camp
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White Sox 2021 Look & Feel

A major part of my role at the White Sox was helping develop each season’s “look” – the style that’s unique enough to stand out and match the tone of the year, while also fitting within the organization’s overarching brand. For the 2021 season, we aimed to merge old traditions with the energy of the young players as we entered an exciting era of White Sox baseball.

We incorporated vintage stadium blueprints to pay homage to the 30th anniversary of the ballpark. By mixing these with scanned newspaper clippings from the 2021 season, we showed that, while we remember our past, our focus is the current players on the field.

The hand-drawn text and elements are similar to annotations traditionally seen on blueprints. This architectural aesthetic references the “rebuild” the organization had gone through over the past years.