Orlando Magic

The Orlando Magic’s iconic PURE MAGIC campaign had reached its end after nearly five years, prompting a shift toward a new era of creativity. Our objective: elevate the brand, fortify the team with a mantra they believe in, and energize the fans to rally. Beyond a refreshing aesthetic, our aim was excellence, challenging NBA rivals with designs and emerging with a W. After deep exploration, consumer research, and collaboration with the team, "Magic Above All" emerged as a new mantra for the Magic. A rallying cry of unity and perspective, it granted the team and community an elevated position—a shared ground to cheer and strive for victory without hesitation—and a new era of fan loyalty was born at Maven.