Hear the Roar is a conceptual playoff campaign for the Detroit Lions of the National Football League. The campaign captures the intensity, energy, and passion of postseason football while celebrating the unwavering spirit of Detroit. Built around the Lions’ established identity, the concept represents a team ready to make its presence felt as the roar of the city grows louder with every game.

The visual identity combines cinematic blue tones, dramatic imagery of downtown Detroit, and bold typography inspired by the city’s rich automotive heritage. Designed as a cohesive campaign system, the work aims to create a visual experience that both the city of Detroit and Lions fans can rally behind, reflecting the pride, resilience, and excitement that define playoff football.

Disclaimer: This is a personal project and created for educational and learning purposes only. I do not claim to own the images used in this project. All rights to their respective owners.

Lions Photography: Jeff Nguyen/Detroit Lions

Logo Design

Social Media

2D Animation

Environmental Graphic Mockups

Merchandise Mockups