Hometown Heroes | Joseph Siegel | Brand Strategy & Creative Direction

DHL X MAJOR LEAGUE BASEBALL

Consistency Creates Recognition.

Designing a visual system that stayed consistent across every MLB team, venue, and fan touchpoint.

For DHL and Major League Baseball’s Hometown Heroes program, I designed the core visual identity and campaign logo. The system needed to work across every MLB franchise, while aligning with DHL’s global brand standards.

The logo and design language were applied consistently across in-stadium signage, print, broadcast, and digital environments, ensuring the program was recognizable and cohesive wherever fans encountered it.

The identity system included a primary logo and alternate versions, ensuring clarity and adaptability across applications and production methods.

The identity system carried into real-world environments, from ballparks to large-format installations, maintaining consistency and recognition at scale.

The visual system translated seamlessly into broadcast, maintaining clarity and consistency in motion.

Over the course of the program, nearly 17 million votes were cast by fans across Major League Baseball. The visual system ensured the campaign remained recognizable and cohesive wherever fans encountered it.

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