Team USA: One For All
Client: Team USA
Role: Associate Creative Director
Co-ACD: Maclean Jackson
CCOs: Brandon Henderson & Marques Gartrell
Writer: Ben Capshaw
Art Director: Jennie Ellsworth
Design Lead: Henry Jinings
Designer: Malithi Gunawardena
Director: JM Harper
Editor: Emma Backman & Esy Bardon
Color: Sofie Borup
Producer: Kwele Serrell
Client: Team USA
Role: Associate Creative Director
Co-ACD: Maclean Jackson
CCOs: Brandon Henderson & Marques Gartrell
Writer: Ben Capshaw
Art Director: Jennie Ellsworth
Design Lead: Henry Jinings
Designer: Malithi Gunawardena
Director: JM Harper
Editor: Emma Backman & Esy Bardon
Color: Sofie Borup
Producer: Kwele Serrell
In 2024 we gave Team USA, one of America’s oldest institutions, a complete rebrand ahead of the Paris 2024 Olympics & Paralympics Games. Accompanying this was more than just a redesign, but an entirely new way for the team to think about themselves. We introduced a new brand platform, One For All, which was more than just a tagline, but a rallying call for a nation and the people that the team represent.
Throughout the system, we leaned into the timeless qualities of the brand like the stars and stripes and even its iconic Red, white and blue palette. Through these efforts, we recontextualized the brand properties into a modern context in order to speak to the hundreds of millions of people that it was meant to speak for.
Throughout the system, we leaned into the timeless qualities of the brand like the stars and stripes and even its iconic Red, white and blue palette. Through these efforts, we recontextualized the brand properties into a modern context in order to speak to the hundreds of millions of people that it was meant to speak for.
For All
Hero Film
Team USA
Visual Identity
