Baseball demands that fans connect with their team to the point of feeling like they are on the field. The Tampa Bay Devil Rays were experiencing branding and marketing challenges including name, appearance and fan engagement.


Two things count in baseball, on-field performance and fan loyalty. The latter can keep you going even the former is not. The Tampa Bay Devil Rays’ fan support was not in love with the team’s brand. The good news was they still had a plucky team.


Jeff took the franchise through a positioning and creative project to revitalize the brand. The name was shortened emphasizing the sun more than an aquatic creature and added a new logo. An audience engagement program was put in place ensuring fans jammed the stands to bask in the sun and cheer on ‘The Rays’. Visit the team site.