MONUMENTAL

Raise the game.
Be Monumental.

ART DIRECTION / DIGITAL / BRAND IDENTITY

Challenge

Monumental Sports & Entertainment, an innovator in technology and community engagement, was not receiving the recognition it deserved. The challenge was to elevate its profile and establish it as a national leader in technology and innovation.

Solution

I led the creation of a comprehensive brand overhaul, including a new purpose-driven visual identity, a redesigned website, and an integrated campaign. This highlighted Monumental’s significant contributions to shaping the future of the industry and its positive impact on the greater DC community.

America's leading sports and entertainment family

Monumental Sports & Entertainment is a values-driven business creating cutting-edge, extraordinary experiences that inspire fans and unite the Greater Washington community.

The organization owns world class sports arenas and professional sports teams like The Wizards (NBA), The Mystics (WNBA), and The Capitals (NHL).

They’re also an E-sports pioneer, investing in the world’s most successful gaming organization, Team Liquid, as well as Epic Games, publisher of the global phenomenon, Fortnite.

Raise the Game. Be Monumental.

This new brand positioning brings to life the core of Monumental’s business strategy: All their people and all their efforts are ruthlessly focused on raising the game through technology and innovation.

They also believes in a double-bottom line philosophy – good business means making a positive impact on their community.

Raise the New

Everything Monumental does is designed to create extraordinary experiences. They invest heavily in new technologies. They pioneer industry firsts, time and time again.

Monumental needed a dyanmic new identity system to reflect the brand's new positioning and purpose.

The ‘dynamic dart’ highlights key messaging and a ‘rising frame’ photography style illustrates the elevation of live experiences.

Raise the Experience

The identity system was applied to a website redesign and content restructuring. The new brand was paired with a more refined user experience, using key graphic elements to dramatize the positioning

The rebrand was launched with a high-impact double-page ad in the Washington Post, followed by a fully integrated campaign across video, digital OOH, online display, and social media.

The campaign targeted influential B2B audiences, including sports CEOs, political leaders, and potential sponsors. Internally, we rolled out a comprehensive employee engagement strategy, culminating in a major launch event at the Capital One Arena.