Charting a New Path for an Iconic Institution. Together.
In 2020, we learned to distance in new ways, and we also learned to unite in new ways. We called for change, kneeled for change, marched for change—and hurtled change forward. And for Washington D.C.’s NFL team, a nearly 100-year-old institution, change was necessary.
Having debuted a new, interim name — Washington Football Team — they called Code and Theory to help usher in a new era of inclusivity, transparency, respect and shared passion. To bring to life the 360° rebrand, we quickly assembled our own team with intention, bringing in a diversity of expertise, experience, cultural identity and football fluency.
In a sea of symbols, we put the focus on home turf and team pride. We realized a team doesn’t need a rocket ship or a roaring beast to express patriotism or show power. Those things are inside, beating in the hearts and veins of everyone who works to unite a team.
We were tasked with helping to realize a new identity for the team—something that honored their illustrious past while introducing modern design elements that would carry the franchise into the future.
Leveraging the team’s classic burgundy and gold color scheme, we designed a new wordmark, logo, and uniforms to be featured everywhere from the team’s Instagram to their 82,000 seat stadium.
Core to Washington Football Team is their dedicated and enthusiastic fanbase, and we wanted to create new ways for them to engage with the brand. Within weeks, we created WashingtonJourney.com, a hub where the fans and the franchise could come together—so shaping a new name and new identity would be a truly collaborative process.
The platform featured a timeline detailing the renaming process, polls, submissions, merchandise, and exclusive videos (including an interview with Coach Rivera) and articles to keep fans engaged and informed as the team moved forward.
We justified and codified the meaning of team in an integrated campaign called NO NAME BUT TEAM. Our message was a rallying cry: that for Washington Football Team there is no name but team. When we looked in the mirror, we saw our city, our sport and our brotherhood—the rest was decoration. A team is not just the players; it’s the entire community who unites them.
We activated the campaign far and wide across digital platforms, social media, OOH, and industrial executions.