Atlantic City Blackjacks
Client: Arena Football League | Company: Upside Collective
Complete identity design for the Atlantic City Blackjacks Arena Football League team. This full package included logo and brand identity, uniform design, merchandise options, turf layout approval, digital ads and social graphics. The team had a great first year in 2019, and fans were excited to be supporting their new team. The mascot was a big hit with the kids! Unfortunately in late 2019, after the season concluded, the Arena Football League was faced with unforeseen financial difficulties and had to cease operations just as the support and fanbase was building.
Full logo
Final uniform design mock
Logo progression - initial digital sketch to final logo. Initial sketch was most reminiscent of the Jack character on a playing card, holding a football in place of a sword. This wasn't dynamic enough, and the reference didn't read entirely, but the sharp edginess carried the logo to its eventual form.
Game day photo of the team showcasing the uniforms and helmet design
Knockout version of the icon, aka “Jax”
Wordmark
Merch mockups
“Jax” the mascot, running with the team flag across the branded end zone
Still shot of the team mascot “Jax” based off the logo