After the Orlando Magic reached the NBA Finals in 2009, traffic to Orlandomagic.com increased exponentially. In an effort to create more traffic, a new web presence was created for the Magic Dancers. However, the new design was so well received that it expanded into a full marketing campaign. It included a new identity, autograph posters, and a comprehensive web presence.
The Magic followed a tight brand strategy for the 2009-10 season, so the look needed to fit within the guidelines. However, the design needed to showcase the dancer’s artistry. Sequins were introduced to allow the design to speak of beauty and dance, yet give the team a sophisticated and modern look. The team’s new identity was also created under the brand strategy, but a silhouette was introduced to make it unique and set it apart from other internal company identities.
All dancer photos by Michael Cairns.
