Pittsburgh Steelers
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 for this video included conceptualizing, storyboarding, and directing the week-long video and photo shoot, as well as overseeing the final edit. The final product was then presented to all employees in attendance at the kick-off of Steelers Employee Day.
SERVICES
Brand Assessment
Branding campaigns
Video
Print communications
Storyboards
“This campaign was truly a once-in-a-lifetime experience. I got to oversee and collaborate with an incredible creative team while fully embedded with the Steelers organization for an entire week. The Rooney family gave us near carte blanche to capture whatever sights and sounds we could find, including practices, team meetings, training facilities, and access to their historical archives. We even got to have lunch in the cafeteria at the Rooney Sports Complex with the entire team eating, and interacting all around us. This gave us the opportunity to experience exactly what it means to be a Pittsburgh Steeler and transform that into a message the resonated with the entire organization.”
