As the Washington Football Team seeks a new identity separate from its old name, Redskins, team leaders have appointed Code and Theory (C&T) as agency partner to assist with the rebranding.
The selection was made after a review of multiple agencies that competed for the assignment, but C&T had a previous relationship with the team after developing interim branding for the 2020-2021 season.
The agency also helped develop the team’s fan engagement hub WashingtonJourney.com and its "No Name But Team" campaign.
C&T will work alongside the team’s vice president of guest experience, a new position that has yet to be filled. Once appointed, this leader will oversee the entire fan experience, from atmosphere to music, entertainment, food and beverage and overall logistics.
C&T leaders also have a head start on this major overhaul after the team received more than 10,000 team and creative design suggestions from fans. Ideas for names ranged from the Washington Generals and Washington Justice to the D.C. Seals and Wolves.
Looking forward, the platform WashingtonJourney.com will provide regular updates and continue to solicit feedback from fans. The team is currently seeking ideas related to the game-day experience.
In fact, in order to provide a true "blank slate" for the development of a new experience, the team will temporarily pause off-season activity of game-day programs, including cheerleading and music.
"We recognize that reinventing the game-day experience in a way that both honors and modernizes our traditions requires thoughtfulness and input from many audiences," says Jason Wright, president of the Washington Football Team. "This is an important and exciting task, and we look forward to engaging with our fans to usher in a new era of Sunday memories."