THE OAKLAND RAIDERS (relaunch)

Product: branded household goods, apparel, and memorabilia licensed by the NFL team

Objectives:

• broaden the appeal of the Raiders beyond the core young male fans
• organize a gamut of branded products, making each seem special, raising the perception of quality
• drive web traffic to an even wider product assortment
• give the reader a sense of identification with the team through graphics, familiarity, and a team history timeline