Overhauling a beloved franchise. Winning over fans old & new.

Shrouded in fierce debate over a controversial name, when rethinking the brand for Edmonton’s championship-dominating football team, some feared that whatever came next would fail to live up to the legacy. Others couldn’t bear to see a dynasty undone. The work needed to honour an historic franchise, and get fans hyped for the future. All fans. Every year.

After launch, there was only one thing left to say.

Antler Up!