Challenge

The challenge for the Phoenix Mercury’s rebrand wasn’t just designing new logos, it was finding a way to unveil them in a moment that was impossible to ignore.

Solution

Because it was the franchise’s first-ever full rebrand, the team wanted the reveal to be more than a typical social drop or press release, so they turned the launch into a public spectacle: a coordinated drone show that literally put the new marks in the night sky. Phoenix Mercury aimed to create a unique, shared “look up” experience that signaled a new era while rooting it firmly in the Valley.

Result

By turning the rebrand into a “look up” moment instead of a standard announcement, the team extended the launch beyond owned channels and into the community, creating a shared spectacle that amplified awareness of the new logos in a way traditional unveilings rarely can.