The Orlando Magic’s main marketing campaign - PURE MAGIC - had run its course. In place for almost 5 years, the mantra needed to be replaced. Along with a new, modern design aesthetic.
To be the best. Not only did we want the Magic to look and sound great, we wanted to be able to put our designs and campaign up against rival NBA teams and come out on top. We sought to elevate the brand, the team and the spirits of the fans.
After weeks of creative exploration, additional weeks of consumer research and testing, and working closely with the Magic team, we landed on “Magic Above All.” It’s a rally cry of perspective and togetherness. Giving the team and the community a position of high ground - where we can all come together to cheer and strive for victory without fear.