Growing up in Northeast Ohio, I've been a fan of Cleveland sports for pretty much my entire life. I never gave the branding of our local baseball team a second thought. After taking my son to a game, I realized that this is something that I no longer felt proud to be a part of, and if I wanted my son to support Cleveland baseball, things would need to change.

This made me ask the questions — what makes Cleveland baseball great? Is it the current name and identity, or is it the great team, the great city, the brand colors and colorful fans? My challenge became simple — what if we could use Cleveland's core brand elements, substitute a new identity and see if it still felt like Cleveland baseball.

Note:Cleveland Catfish started as a proactive, creative explore, just for fun. Since then the Baseball in Cleveland has been rebranded to the Cleveland Guardians. I still prefer my catfish, but happy that a change was made, nonetheless. The beautiful fonts used in this project are slightly modified versions of Greycliff and GT America.