MINNESOTA LYNX

Following their fourth WNBA championship, the Lynx approached BAKER about the possibility of creating a new campaign for the upcoming season. The challenge was simple, it had to not only fire up the current fanbase, but also inspire new fans from Minnesotan families, who enjoyed watching sports, though had not yet had the pleasure of experiencing their local women’s basketball team in action.

the power
of won.

Our pitch included a range of concepts poised to help the Lynx reach their ultimate goal of expanding the overall fanbase. While titles have been famously few and far between for fans of Minnesota’s mens sports teams, Lynx fans had enjoyed an embarrassment of riches - celebrating 4 titles in a span of 7 years. So as we considered ways to rally the community around the only Minnesota team actually bringing home any hardware, it seemed almost too obvious that we should unite the messages of one Minnesota with won championships.

the build.

With our eyes on the prize, the campaign considered it’s own longevity, addressing the issue of how the messaging might be transformed should the team make a deep run in the WNBA playoffs.

DEVELOPING VISUAL ASSETS

Due to the fact that the execution of any team communications would eventually need to be handed over to a number of content developers across multiple media platforms, we generated a multitude of visual assets that could be quickly replicated and rolled out.

Using only a single typeface, the colors inherited from the palette of the Lynx logo and a simple photographic execution we were able to create a simple visual style that dynamically enhanced the intrinsic action of the game without overpowering the players.