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Darias King
Phoenix Suns Brand Positioning
The Brief:
Help the Phoenix Suns develop a strong identity and rallying cry the energizes the team and the fanbase, and helps them achieve their goal of being the number 1 sports and entertainment destination in the world.
Problem
The franchise and fandom lacked a center of gravity for its identity to revolve around.
Insight
In a world of millions of variables, people can count on one source of truth every day:
The sun will rise, and the sun will set.
Positioning
The sun is up, and it always will be.
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Creative Work
We didn't get to produce the work, but we had some solid ideas on how it could come to life.
The Suns Organization ultimately aligned with our idea and used it as the launchpad for their team.
The Suns internal team took our ideas and ran with them, creating several assets that were born directly from our strategic work.
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