US RowingRoad to LA 2028

USRowing is gearing up for the biggest spectacle in sports. With the ‘28 Olympics on home turf in Los Angeles, they tapped us to develop a campaign for the US National Team.

Our challenge: How do you take a centuries-old sport like rowing and make it modern, more engaging, and reach a wider audience?

Well, lucky for us, rowing certainly isn’t without its cinematic qualities. Speed rooted in grace. Power rooted in rhythm. Rivalries rooted in lord knows what anymore.

ALL IN is a rallying cry. It captures the instinctual thrill of the sport in the present moment, highlighting the evolving technologies and the unrelenting physical and mental drive of the athletes themselves.

Teaming up with Strange Family to spearhead strategy, we developed an identity with stark, tight-knit elements that move seamlessly across executions from social ads to swag, channeling the raw, chaotic symphony that is the sport of rowing.

The oar slant design provides a delicate yet dynamic symmetry, drawing on the balance and choreographic movement of the sport. The chain motif breaks up the linear design while representing the athletes in the boat—those losing themselves in something stronger than themselves, moving as one.As USRowing gears up for LA ‘28, ALL IN speaks to what drives rowers everywhere to keep coming back to such a grueling sport. We’re all in on our team. We’re all in on our community. We’re all in on LA.

The rest is history in the making.