MLB wanted a new visual identity and something to make them stand out from the crowd. My approach was to take a more textured and layered direction. I used photography, marks and textures from and wanted to think of an interesting approach, which would keep people engaged. I wanted the identity to have an editorial feel, still feel premium and crafted. The posts are all cultural stories so the content really needed to reflect this, and sit well together as a whole.

The client loved the direction and we rolled it out through MLB's social channels, really giving them a style they can own.