The Winnipeg Sea Bears had less than six months from inception of the organization until game one of the new pro basketball team’s inaugural game in the city. The first season was a resounding success, with incredible feedback on game day experience and marketing, shattering Canadian Elite Basketball League attendance records, and performing well on the court.

While feedback and reaction on all aspects of the organization was positive, the lead-up to the season was rushed, and there were few organizational strategies in place. I was hired to create the first brand strategy, building off the team’s successes in year one.

I conducted stakeholder interviews with every staff member, fans, and sponsors, market research, and leveraged fan surveys to the strategy. The outcome led to creation a of a new brand guide with an updated visual identity to better reflect the brand, assisting departmental planning to align with mission and vision, and guiding the evolution of the game day experience.