Stripes Are Earned: Detroit Tigers Campaign
Stripes Are Earned is a campaign developed to reframe the Detroit Tigers brand for a younger audience, targeting men ages 18–24 through a message of discipline, effort, and self-improvement. The project began with a SWOT analysis of the existing brand and market position, identifying an opportunity to connect baseball culture with a broader lifestyle mindset. Rather than focusing solely on the sport, the campaign encourages adopting a “tiger mindset” across everyday challenges, from athletics to academics. Working collaboratively, the team developed the campaign concept and messaging. Early visual explorations struggled to align with the intended audience, leaning either too generic or disconnected from the campaign’s tone. This prompted a return to visual research, refining references to better capture both the energy of sports culture and the intensity of the message. The final direction embraced a bold, high-contrast graphic style paired with action-driven imagery, creating a system that feels immediate and motivational. The result is a campaign that extends beyond baseball, positioning the Tigers brand as a symbol of earned success and personal drive.
Motion Graphics by Thomas Rascol