With a new owner coming in, the Jaguars wanted to electrify their fans with a new look for their brand. We updated the team's logo and logotype working closely with club senior leadership. We also collaborated with Nike on the uniform updates. The new design needed to embody both the character of the city, which has a significant military presence, and the spirit of the mystical jaguar. In short, it needed to look as powerful and dominant as its players.