Pittsburgh Steelers

Pittsburgh Steelers Brand Essence Video

To place more weight on the importance of the five brand attributes, it was imperative to get the leadership of the organization behind the effort. The video required our team to embed ourselves with the Steelers organization for five days of shooting behind the scenes footage and interviews. We were also given access to the Steelers vast video archive as well as current game time footage to use in the final cut.

Pittsburgh Steelers Culture Guide

The Steelers Culture Guide is given to employees of the Pittsburgh Steelers as a way to reinforce the organization's core values. The package is presented as ten cards on a single ring allowing users to pull out individual value cards that are important to them.

Each value is presented on one side and is given its own type treatment.

When the card is turned over, the user is presented with how the Steelers define that value.

What it means to be a Pittsburgh Steeler

Even storied brands like the Pittsburgh Steelers can find themselves in a brand identity crisis. Team management was beginning to feel that, internally, the organization was losing sight of its core values. It was important to find a way to re-establish their internal culture based on the core values that the team was founded on back in 1933. Through exhaustive interviews and a week of embedding ourselves within the Steelers organization, five core values emerged: Respect, Integrity, Humility, Family, and Grit. With these values as the foundation, the idea of establishing a Steelers Employee Day was conceived. The day began with a presentation of the the core values and brand positioning, along with a video and take-away Brand Essence Guide given to all employees in order to reinforce “What it means to be a Pittsburgh Steeler.”

SERVICES

Brand Assessment
Branding campaigns
Video
Print communications
Storyboards