When William Clay Ford, longtime owner of the Detroit Lions, passed away on March 9, 2014, we created a tribute campaign that honored both his legacy and his deep, personal connection to the team. Throughout the 2014–15 season, players wore a custom WCF jersey patch inspired by elements of the original Honolulu Blue and Silver striped logo from the 1960s—his favorite era of Lions design. The emblem also appeared across stadium signage as a unifying visual of remembrance.

To commemorate his impact on the franchise and the NFL, we developed a tribute film that debuted during a formal ceremony at the Monday Night Football season opener at Ford Field on September 8, 2014. Narrated by Jeff Daniels, the film featured reflections from Barry Sanders, Charlie Sanders, Bill Ford Jr., Roger Goodell, Jerry Jones, Doug English, and Tom Lewand. It concluded with musical notes from the team’s signature fight song, “Gridiron Heroes,” and a closing message calling fans to continue marching “Forward Down the Field.”

​The film later appeared at the Pro Football Hall of Fame, ensuring the legacy of William Clay Ford lived on far beyond the season.

Following the launch of the One Pride brand platform, the second year of the campaign focused on evolution. With bankruptcy finally behind the city of Detroit, we shifted the visual language away from the cityscape and built a more powerful, symbolic foundation. Stone lions became the core imagery—representing both the team and the community as proud, powerful members of the pride—while a blue storm underscored the collective fight shared by players and fans alike.

A key objective was to bring authentic elements of Lions culture to life. The theme “Defend the Den” became the rallying cry for all home games, woven into ticket collateral, advertising, and even featured prominently on the front of Ford Field. (Design direction by Brett Warkentien.)

At its heart, the campaign brought the brand’s message full circle: We are One Pride, and together we Defend The Den. Go Lions!

​Design direction by Brett Warkentien.

Player Introduction Video

Pre-Game Hype Video

Preseason Teaser :15

After a difficult 2012 season, the Lions were looking for a way to rally their fans, while the city of Detroit was on the verge of declaring bankruptcy. We needed a platform that could energize and unite Detroiters. Our insight was to tap into the deep affinity Lions fans have for both their team and their city. We didn’t need to create a conversation — we just had to give shape, tools, and direction to one that was already happening.

The idea was simple in both concept and execution: if we all work together, we can restore greatness to our city and our team. And that simplicity became its power: One Detroit. One Pride.

It wasn’t just a campaign for a sports team; it was a call to arms for an entire city — placing a recognizable symbol at the center of Detroit’s indomitable spirit. It put the city at the heart of the message and used the Lions’ trademark Honolulu blue to drive the point home. It gave people something to belong to.

​The concept was fully integrated across broadcast, print, collateral, in-stadium, digital, and social. The conversation exploded across social platforms, and #OnePride began appearing on bridges and iconic Detroit landmarks.

Highlights:

• The NFL asked the Lions to showcase the campaign at the league owners meeting as a model for modern team marketing
• In 2014, #OnePride surpassed generic tags like #DetroitLions across major social platforms
• Nike One Pride T-shirts became the top-selling featured item at the Detroit Lions Pro Shop and online store
• The platform endures — running from July 2013 to the present, with no plans for retirement​

Awards:

• 12/2014: The D Show (Adcraft Detroit) – Finalist: Print / Out-of-Home, "One Pride" Stadium Tunnel

Credits:

• Creative Leadership: Iain Lanivich
• Art Direction & Design: Brett Warkentien
• Copywriting: Jason Danielewicz
• Account Management: Dave Munson
• Production/Post-Production: Digital Image Studios