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Every year, there are new faces on the Minnesota Twins. New pitchers. New batters. Fresh-faced minor leaguers trying to make their mark. Even though they’re different players, they are still Twins. And, just like the Twins' lineup, the look and feel of the team's marketing gets a fresh look from year to year while still being true to itself.
At a recent AIGA Luncheon, attendees found out the whys, hows and whos behind the yearly design changes in Periscope’s Twins Territory campaign.
A panel of Periscopians did their best to cover seven years’ worth of award-winning work for the Twins in just one hour. Designer Jesse Bodell, Executive Creative Director Charlie Callahan and Design Director Bruce Bourne spoke at length about design challenges, working as an integrated team, box office success, and winning national awards for the “Twins Territory” campaign.
For Bodell, working on the Twins account for the past seven years has been the assignment of a lifetime. "Growing up, all I wanted was to hit a grand slam in the World Series like Hrbek or pitch a 10-inning Game 7 shutout like Morris. But getting to do this every year is the next best thing."
"I love to tell people how these designs change from year to year and how they got to where they are. It was fun to let them in on some behind-the-scenes action," said Bodell.
Aided by fellow baseball enthusiasts Callahan, Creative Director Brien Spanier and Copywriter Tom Witkowski, Bodell spends hours and hours each year skillfully crafting a new look for his hometown team.
"It's certainly a challenge to come up with something new every year, but we have a blast doing it," said Callahan. "The Twins know how passionate we are about baseball and design, and that passion comes through in the quality of work."
The AIGA Luncheon attendees left inspired by the possibilities of great design. And for Periscope, it was yet another opportunity to showcase an award-winning campaign that, while still being Twins Territory, gets a fresh look every year.
