Cruise x SF Giants Patch Sponsor

Cruise is the first-ever official jersey patch sponsor of the San Francisco Giants. 

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 clash when put together. 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. However, anyone who loves baseball knows that it's full of tradition and the fans can be purists who don't like change, and certainly don't like advertising on jerseys. Knowing this, we expected to get a lot of negative feedback from Giants fans, and they delivered! 

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.