2023 season campaign /
miami marlins

Professional Work : Identity System Design
Creative Direction: Taylor Bolles / Art Direction & Design: Rachel Suding / Photography: Jasen Vinlove & Joseph Guzy

Following my promotion to Senior Graphic Designer, my primary task going into 2023 was developing the season look & feel—a challenge I had not yet faced in my career. 2023 marked the 30th anniversary of the franchise which brought with it the opportunity to highlight big moments in Marlins history. A good deal of change happened in the offseason as well—from the managerial change made with the hiring of Skip Schumaker to the major trade for Luis Arraez, it was clear that this season would also mark a new chapter in Marlins history.

With all of this in mind, we needed an identity system for the year that could be adaptable for all parts of Marlins history. The team had three on-field looks in 2023: the standard uniform, Flashback Fridays with a throwback uniform, and Legacy Saturdays featuring the City Connect uniform.

As a team, we strive to evolve our look from year to year rather than implementing a dramatic change with each season. The 2022 look was primarily dark with bright pops of neon, but with the new-look Marlins team, I wanted to create something bright and colorful that would call back to the vibrant communities that make up South Florida. I built a custom spray paint texture in Photoshop to pair with our neon text treatment from 2022, and that served as the foundation for each on-field look.

single game tickets launch

Our full launch of single game tickets going on sale ended up being the springboard for the look which continued to develop as Opening Day approached.

out of home

In March 2023, loanDepot park hosted all three rounds of the World Baseball Classic. Our leadership team asked us to create static billboards that would spark intrigue in Marlins baseball among the locals who attended the tournament games. One featured Jazz Chisholm, Jr., a fan favorite, and the other displayed the Cubano Gigante, a new signature concession item at the ballpark.