The Houston Texans have selected Carmichael Lynch to create a new visual identity system for the NFL franchise. The collaboration includes launching a branding strategy and design system that pays tribute to the rich cultural tapestry of Houston, or H-Town, as it’s widely known.
A poster mock-up for the Houston Texans.
This is the second big win for the agency in recent months, following the AOR designation by burger chain Red Robin.
Since the team’s inception in 2002, the team’s brand identity has remained relatively unchanged. However, recent feedback from its dedicated fan base has highlighted a desire for an updated look that resonates more closely with the diverse culture of Houston today.
In 2022, the Texans initiated a significant shift from a Texans-centric to a Houston-centric brand, drawing inspiration from the city’s rich art, culture and community. This rebranding effort included updates to the team colors and logo as well as the unveiling of new uniforms in March 2024, designed to reflect the bold and spirited character of Houston.
“Our new fan-inspired uniforms are a prime example of chair and CEO Cal McNair’s charge to our organization to fearlessly evolve,” said Doug Vosik, Houston Texans senior vice president of marketing, communications and ticket sales in a statement. “When we first started this process, we began to think about ourselves as the Texans made by Houston instead of the Houston Texans. This allowed us to fully embrace the rich culture and diversity of H-Town in all that we do.”
Milton Un, executive creative director at Carmichael Lynch said that the agency is eager to bring fresh, innovative ideas that will resonate with fans and enable them to show their team pride with a new look and feel.
“We are bringing a blend of traditional and new design thinking to this project to ignite the passion of the Texans’ fan base,” added Un in a statement.
The collaboration between the Texans and Carmichael Lynch aims to transform the team’s branding across social, digital, video and in-stadium assets, beginning with the 2024 NFL season.
“We are thrilled to work with Carmichael Lynch during this pivotal moment in our team’s history,” said Carl Mandell, Houston Texans senior creative director and executive producer in a statement. “Their team’s innovative and energetic approach to design will bring an added level of excitement and engagement to our creative work this season.”