Underdog
Underdog Apparel is a mission-driven apparel line started by Jason Kelce to fund programs that improve the lives of Philadelphia’s youth. The brand was created to celebrate the incredible community of Philadelphia, while also creating a better future for the next generation.
CREATIVE DIRECTION ✷ VISUAL IDENTITY ✷ GRAPHIC DESIGN ✷ PACKAGING
Branding & Packaging
The Underdog logo honors the historic moment in Jason Kelce’s 2018 Super Bowl speech in which he steadfastly defended his team and teammates. The 2018 Super Bowl Champion Eagles were all but counted out. Several pundits called them “underdogs” despite their stellar record. In response, Jason and his teammates Lane Johnson and Chris Long wore rubber dog masks to a game, owning their “hungry dog” identity and putting the critics in their place. Underdog’s branding honors Philadelphia and uplifts the underdog in all of us.
Creative Direction
We sourced a wonderful production team at REC Philly to handle Underdog’s photo and video needs. I was on site at all shoots to provide direction and assist the team as needed.
This shoot was one of my favorites. 16 of the Philadelphia Eagles generously gave their time to be models for this product shoot for Underdog.
Project Management
This project spanned over two years. I led a team through the process of brand strategy, to the development of the visual identity, all the way to a world class launch party. We sourced the event coordinators, strategized the guest list, worked with the press and handled all of the details in between. The party was a wild success and with our help Underdog now has an in house team and runs on it’s own.
