Eighty Deuces
Beyond the Ballpark
The creative direction drew inspiration from the 82nd Airborne's World War II nickname, Devils in Baggy Pants. The resulting identity featured a parachuting devil holding a baseball and bat, army green and maroon uniforms, and custom lettering with a devil's tail worked into the design.
But the work extended beyond the uniform.
We introduced the identity through a coordinated launch that included retail merchandise, specialty game jerseys, social media, digital advertising, community engagement, and a charitable auction. The goal was to build something that could return each season, recognizing different units of the division while strengthening the relationship between the team and the military community.
When the initiative was announced, I shared our thinking with Minor League Baseball:
“It’s just our way of letting the community know that we see them, that we’re a part of them and we’re thankful for everything they do.”
The response was immediate, with the initial T-shirt release selling out on announcement day.
What began as a new team identity became the foundation for an ongoing tradition, one that continues to connect baseball, military service, and the Fayetteville community.
PROJECT DETAILS
Organization: Houston Astros | Minor League Baseball | Fayetteville Woodpeckers
Industry: Professional Sports / Entertainment
Collaborations: U.S. Army · 82nd Airborne Division · Graphic Design Partner
Disciplines: Brand Development · Creative Direction · Community Partnerships · Integrated Marketing · Merchandise Development · Digital Advertising · Cause Marketing
Featured Initiative: Eighty Deuces Community Connect Identity Launch (2023)
Featured Press: Fayetteville Woodpeckers to Become the Eighty Deuces — Minor League Baseball
An original identity. A military partnership. A new tradition.
Fayetteville is home to the Fayetteville Woodpeckers and the 82nd Airborne Division. In 2023, we brought those two teams together in a new way.
As Marketing Director for the Woodpeckers, I worked with commanders at Fort Bragg to help develop and launch Eighty Deuces, a specialty team identity celebrating the division's military legacy and its connection to the Fayetteville community.