XFL - The Birth of a Football League
Launching a professional league from scratch with Dwayne “The Rock” Johnson & The Garcia Co., one of several Project: Rock initiatives.
The XFL began as an idea for optimism and purpose. It became a purposeful brand design and launch with a unique identity for the league and each of the 8 professional teams, their players and social channels. Uniform design, still photos and aesthetics, content calendars and social posts, interview questions, app UX and UI, scripts and backstories for team and league narrative — no stone was left unturned in the year leading up from kick-off to the first ever XFL Championship game.
From pep talks at trials…
From bespoke uniform designs…
From ticket sales…
From ticket sales on Game Day…
To Championship Sunday. And victory.
To the All-Stars Game…
To getting a ticket…
To prepping for Draft Day…
To custom social posts for all…
