MLB’s San Francisco Giants have a history of innovation, from building their own gem of a ballpark at AT&T Park with private funding, revitalizing a neighborhood, to creating Giants Enterprises, responsible for generating new revenue streams and stadium experiences via non-baseball-related activities at the stadium – an approach that became a much-emulated model for other MLB teams. Giants Enterprises came to us to creative a definitive branding model and set of differentiators for their operation, to articulate the “heart and soul” of Giants Enterprises to the public and to marketing and community partners.
What we did: