Major League Baseball's New York Mets have enlisted Base Design, among a team of highly specialized agencies, to evolve the Mets brand and accelerate innovation and engagement across the organization.

Our agency partners include entertainment, strategy and cultural marketing leaders Range Media Partners, and sports marketing and analytics leaders 4FRONT, recognized by the National Baseball Hall of Fame for creativity in revenue-generating brand partnerships. Together, the ambition is to bring the progressive vision of owners Steve and Alexandra Cohen to life where the organization intersects with popular culture and innovative digital technologies.

Alongside the Cohens and the Mets senior leadership team, Base, Range, and 4FRONT are tasked with evolving the Mets brand identity, which encompasses photography/art direction, motion system, optimization of typography, and incorporating additional graphic elements such as heritage illustrations. The aim is to bolster new excitement for the team and its authentically passionate fans through innovative uses of technology and digital engagement, brand partnerships, and cultural activations that will further cement Citi Field as not only as a sports destination, but a hub for culture and entertainment.

“We have an enormous opportunity in front of us––to both excite existing fans and entice new ones with the additional expertise and resources of Range, 4Front and Base Design as we make the New York Mets one of the most iconic teams in all of sport,” said Mets Team president Sandy Alderson. “We wanted to both celebrate and honor our fans and our city by bringing best-in-class partners to support the Mets organization as we evolve the brand.”

The interagency team’s commitment to an innovative brand evolution will be centered around making the Mets champions both on and off the field. Base’s role in this includes a deep-dive into the history and archive of the Mets, resulting in updated brand strategy, identity, and an array of digital, print, environmental, and merchandise executions.

“As much-loved staples of Major League Baseball and icons that represent the heart of NYC, the New York Mets is a brand with rich history and boundless passion,” said Base creative director Min Lew. “We always aim to create cultural impact through our work, and to do so with a beloved organization is an opportunity we’re incredibly excited about. If the rebrand is able to galvanize die-hard fans as well as engage new and younger audiences, we’ll know we’ve hit a home run.”