San Jose Sharks


concept design, production




San Jose Sharks

launch project

view campaign

Description | Solution

The San Jose Sharks missed the playoffs and saw a big drop in season ticket sales and attendance. They needed a strategy that didn't rely on winning the Stanley Cup or even making the playoffs, to fill seats.

Our goal was to create a new look and feel for this year's campaign which celebrates the fans who make the team great. San Jose Sharks asked Division of Labor to create signage for Cal Trains, kiosks, pillar street banners, in stadium banners, highway billboards, web banners, various print work, and an updated brand book to present the new for the Sharks. My role in this project was to create all mechanics, type treatments, layout design, updating the brand book, and creating all email marketing materials. This campaign won an Emmy in 2017.