To re-invigorate the Tampa Bay Major League Baseball franchise
with a new brand identity.

As the team transforms into championship contenders, the
centerpiece of the Waves’ Brand Identity package focuses on the
mythical champion of the sea, Poseidon. The team’s renewed
competitiveness is highlighted throughout the design; from
Poseidon’s stern and powerful gaze (staring down his opponents)
to his forward-leaning stature (personifying the franchise’s move to
a successful future), to his wave-like beard cresting in his breeze
(denoting the speed and intensity the team will play and its rapid
accent to contending for the division title, also represented by
Poseidon’s crown).

The colors all symbolize characteristics of the Tampa Bay area and
stand out as Brands on their own. “Bay Aqua,” the Waves’ primary
color is distinctive and not used by any other professional sports
franchise today.

We developed an original, unparalleled jersey crest fittingly
representing the Waves’ Brand. This innovative look combines the
beach apparel culture with the power and forward movement of
the total Brand Identity package.

The interlocking “TB” cap design continues using wave crests as key
design components, while creating a timeless icon that harks back
to baseball’s tradition and heritage.