SF Giants x Cruise

San Francisco is both a baseball city and a tech city. As homegrown brands, the collaboration between the Giants and Cruise is a match made for the 415.

During the 2023 season, Cruise became the first-ever official patch sponsor of the San Francisco Giants. This collaboration led to further opportunities for Cruise promotions at the ballpark as we became the official sponsor of the in-game t-shirt toss, and of the Giants’ ultimate fan section, The 415 Club. In the designated 415 section we created unique fan experiences for fans to take photos as a Giants baseball card, receive unique swag exclusive to The 415, and receive special member ride promos. Outside of the ballpark in Willie Mays Plaza, fans had the opportunity to sit in a Cruise car, learn about the technology, and play games to win prizes such as a Giants-themed diecast car and a signed Joc Pederson jersey.

As Creative Director, I worked closely with Cruise and Giants marketing partners in developing the overall campaign strategy. For the patch and diecast car designs, I directed the Cruise creative team and manufacturing vendors. The concept of the patch announcement video came together in three short days which required lock-step collaboration with SFG Productions while directing Cruise photographers and videographers capturing additional content on-set.

The Patch Design

Cruise's patch was designed with the Giants, and fans, in mind. Instead of slapping our wordmark on a 4" rectangular patch, we made intentional choices at every turn. The Cruise orange and Giants orange are two very different shades of orange that easily clash. To remedy this, we included a light pink inspired by the sunsets over McCovey Cove, often seen during night games at Oracle Park. The shape of the patch was inspired by the arches in the outfield.

Stories about the patch design were picked up by Major League Baseball, TechCrunch, San Francisco Chronicle and SportsLogos.net.
Oh, and Reddit of course.

CREDITS//
Creative Direction: Madeleine Maguire & Rachel Templin
Graphic Designer: Desirae Rivera
Motion Designer: Brady Baltezore
Announcement video: SFG Productions

© Madeleine Maguire 2023. All rights reserved.