Ebbets Field
Brand Identity
Creative Direction • Design
2025
Time-honored sportswear, since 1988.
Refreshing the most authentic sportswear brand in the market by drawing upon history and meaningfully connecting it to the culture of the present.
An Okay Coyote Project
Project Management, Producer, Marketing: Micah McKay
Editorial Director: Luis Angel Cancel
Ebbets Field team: Alexandra Mason, Jana Pillay, Maggie Wardell, Sunny Chang
Video Director: Matthew Yoscary
Video Producer: Kevin Popoteur
Photography: Derek Balazero
Styling: Antonello Gonzalez
Ebbets Field has been producing authentic, quality garments since 1988. Focusing on non-Major League history such as the Negro Leagues and the pre-1958 Pacific Coast League gave the company a distinct point-of-view and brought relatively unknown baseball history to a wider audience. Since then, Ebbets Field has grown and built a reputation on its passion for history, culture, and authenticity.
After nearly four decades, it was time to dust off home plate and begin a new chapter. With a continued focus on high-quality and history-inspired garments, in addition to a refreshed collection of menswear staples, we set out to refine Ebbets Field’s identity by reshaping its many disparate elements into one harmonious expression.
“Ebbets has never followed trends. We have always led, and we don’t intend to stop now. We welcome you – whether you just discovered us or are already part of the Ebbets Community – to this new exciting chapter.”
Jerry Cohen - Founder
Ebbets Field was utilizing nearly a dozen different logos and marks across different applications rather than building equity in a singular, unifying brand mark.
A new branding identity was designed taking cues from the original Ebbets Field stadium signage, gameday ephemera, and the felt lettering the brand is already known for.
Comprehensive Brand Guidelines were developed detailing the new visual identity, voice and writing guides, historical and new photography/video usage, etc.
We also developed some conventions around distinguishing Authentic, period-correct collections from Tribute garments and Standard collections.
Ebbets Field’s commitment to time-honored designs and long-lasting relationships with Negro League Baseball foundations created an opportunity to utilize historical imagery alongside period-correct garments. By working directly with foundations and museums, Ebbets Field launched it’s inaugural Homestead Grays collection with images provided by the Josh Gibson Foundation.
On-site copywriting: Reproductions of athletic ball caps and apparel from yesteryear, faithful down to every exacting detail. We source period-correct materials, revive lost patterns, and employ time-honored manufacturing techniques to honor history the best way we know how. Image courtesy of the Josh Gibson Foundation.
Brand Reintroduction Campaign Concept
OOH Concept Art
Organic Social Example
Bottom of the ninth at Pittsburgh, down a run, with a runner on base and two outs, Josh Gibson hits one high and deep, so far into the twilight sky that it disappears, winning the game. The next day, the same two teams are playing again, now in Washington. Just as the teams have positioned themselves on the field, a ball falls out of the sky, and a Washington outfielder grabs it. The umpire yells to Gibson, “You’re out! In Pittsburgh, yesterday!”
They don’t make ‘em like they used to. We do. Discover the full Homestead Grays collection by Ebbets Field live now at the link in our bio.
Email Newsletter Example
The team the Homestead Grays fielded in 1931 featured five future Hall of Famers and is considered the greatest of all time by many baseball historians. To honor the legacy of this groundbreaking team, today we’re proud to introduce the Homestead Grays collection. Through painstakingly recreating period-correct details and sourcing hardy materials true to the craftsmanship of a bygone era, we’d like to think of this offering as a batch of future heirlooms. Make no mistake, this is apparel designed to withstand the rigors of modern life. But in doing so, each piece will be able to carry the stories of yesterday’s legends far into the record books of tomorrow.
Ebbets Field in the press: