Advertisement

Header Utility Menu

  • Subscribe
  • Advertise
  • Contact Us
  • Events

LinkedIn Facebook Twitter Instagram Get Our App

  • Login

Virginia Business

Mobile Menu

  • Issues
  • Industries
    • Banking/Finances
    • Law
    • Real Estate
    • Economic Development
    • Education
    • Energy/Green
    • Federal Contracting
    • Government
    • Healthcare
    • Hotels/Tourism
    • Insurance
    • Ports/Trade
    • Small Business
    • Startups
    • Technology
    • Transportation
  • Regions
    • Central Virginia
    • Eastern Virginia
    • Northern Virginia
    • Roanoke/New River Valley
    • Shenandoah Valley
    • Southern Virginia
    • Southwest Virginia
  • Reports
    • Best Places to Work
    • Business Person of the Year
    • CEO Pay
    • COVID-19
    • Generous Virginians Project
    • Legal Elite
    • Most Influential Virginians
    • Maritime Guide
    • Site Locator
    • The Big Book
    • Virginia CFO Awards
  • Company News
    • For the Record
    • People
  • Opinion
  • Lists
  • Awards/Events
    • 2022 Virginia Business Political Roundtable
    • Women in Leadership
    • Diversity Leadership Series
    • Virginia 500
    • Legal Elite
    • CFO Awards
    • Big Book of Lists
    • 100 People To Meet
    • Best Places To Work
  • Virginia 500
    • Read The Issue
    • Power Up Virginia 500
    • Buy an award plaque
    • Suggest execs for 2023

Advertisement

Header Primary Menu

  • Issues
    • February 2023
    • January 2023
    • December 2022
    • November 2022
    • October 2022
    • Issues Archive
  • Industries
    • Banking/Finances
    • Law
    • Real Estate
    • Economic Development
    • Education
    • Energy/Green
    • Federal Contracting
    • Government
    • Healthcare
    • Hotels/Tourism
    • Insurance
    • Ports/Trade
    • Small Business
    • Startups
    • Technology
    • Transportation
  • Regions
    • Central Virginia
    • Eastern Virginia
    • Northern Virginia
    • Roanoke/New River Valley
    • Shenandoah Valley
    • Southern Virginia
    • Southwest Virginia
  • Reports
    • Best Places to Work
    • Business Person of the Year
    • CEO Pay
    • COVID-19
    • Generous Virginians Project
    • Legal Elite
    • Most Influential Virginians
    • Maritime Guide
    • Site Locator
    • The Big Book
    • Virginia CFO Awards
  • Company News
    • For the Record
    • People
  • Opinion
  • Lists
  • Awards/Events
    • 2022 Virginia Business Political Roundtable
    • Women in Leadership
    • Diversity Leadership Series
    • Virginia 500
    • Legal Elite
    • CFO Awards
    • Big Book of Lists
    • 100 People To Meet
    • Best Places To Work
  • Virginia 500
    • Read The Issue
    • Power Up Virginia 500
    • Buy an award plaque
    • Suggest execs for 2023

Home News Washington Football Team taps NYC marketing agency for rebrand

Washington Football Team taps NYC marketing agency for rebrand

Code and Theory to work with the Ashburn-based NFL team

Published February 9, 2021 by Sydney Lake

As part of its rebranding effort, the Washington Football Team in early September launched a new fan-focused ad campaign, “No Name But Team.”
As part of its rebranding effort, the Washington Football Team in early September launched a new fan-focused ad campaign, “No Name But Team.”

The Ashburn-based Washington Football Team announced Monday it has tapped New York City-based marketing agency Code and Theory as its agency partner while it continues its rebranding process and selects a new permanent team name.

With a branding partner selected, the team says this “kicks off the next phase of the team’s rebranding process, and will culminate in the selection of a permanent team name, identity and brand, as well as a reimagined approach to fan engagement and game day experiences,” according to a Washington Football Team statement.

After 88 years as the Washington Redskins, the team announced it was retiring the Redskins team name and logo on July 13, 2020. The decision was made following a June 2020 statement that the team would undergo a “thorough review” of the Redskins name “in light of recent events around [the] country.” By the end of July 2020, the team had said it would go by the Washington Football Team until it formally adopts a new permanent name. 

The Washington Football Team chose Code and Theory after reviewing “multiple agencies that competed for the assignment,” according to a team statement. Code and Theory partnered with the team to develop its interim Washington Football Team branding and “No Name But Team” campaign.

“When we decided to retire the name we’d had since 1933, we wanted to move quickly to make a change in time for this season, but also take the time to really get our new brand and identity right,” Washington Football Team President Jason Wright said in a statement. “We worked with Code and Theory to create the ‘Washington Football Team’ identity and all of the accompanying branding in record time. It has been well-received by our community, our players and our fanbase.”

In the interim, the Washington Football Team has also solicited input for branding suggestions through its Washington Journey website, which had received tens of thousands of submissions by October 2020, Marcus Stephenson, vice president of digital marketing and programming, told Virginia Business. Code and Theory also worked with the team on the Washington Journey site, according to a Washington Football statement.

“Changing a brand is not [done] overnight,” Stephenson said. “You can’t have it done in three weeks; you can’t have it done in six months. We’ve got to be diligent.”

Founded in 2001, Code and Theory employs more than 800 people and has worked with clients including Adidas, CNN, J&J, JPMorgan Chase, Pfizer and Xerox.

 

Subscribe to Virginia Business.

Get our daily e-newsletter.

 

Related Stories

Washington Redskins will retire name, logo

New team name not yet announced

Virginia Business logo

Former Washington Football Team employee alleges lewd videos taken of cheerleaders

Washington Post reports videos were taken for executives, including owner Dan Snyder

Virginia Business logo

NFL takes charge of Washington Football Team investigation

Commissioner Roger Goodell spoke with team owner Dan Snyder on Monday

Trending

13th annual Best Places to Work

Making strides

It’s back!

After the crisis

Fort Monroe development moving forward

Sponsored Stories

Working at Pinnacle Financial Partners

What Logistics issues will have the biggest impact on you in 2023?

In the New Year, Aim for Better Cybersecurity

4 innovative ways to create capacity

WHERE IS THE SUPPLY CHAIN WHEN YOU NEED IT?

P.A.I.N.T. Your Financial Mountain

5 Benefits of Treasury Management Services from Atlantic Union Bank

Blazing trails in the digital landscape

Advertisement

Advertisement

Trending

13th annual Best Places to Work

Making strides

It’s back!

After the crisis

Fort Monroe development moving forward

Sponsored Stories

Working at Pinnacle Financial Partners

What Logistics issues will have the biggest impact on you in 2023?

In the New Year, Aim for Better Cybersecurity

4 innovative ways to create capacity

WHERE IS THE SUPPLY CHAIN WHEN YOU NEED IT?

P.A.I.N.T. Your Financial Mountain

5 Benefits of Treasury Management Services from Atlantic Union Bank

Blazing trails in the digital landscape

Get Virginia Business directly on your tablet or in your mailbox!

Subscribe to Virginia Business

Advertisement

Advertisement

Footer Primary Menu

  • virginiabusiness.com
  • Subscribe
  • Advertise
  • About Us
  • Contact Us

Footer Secondary Menu

  • Industries
  • Regions
  • Reports
  • Company News
  • Events

Sign Up For Our Newsletter

Sign Up

LinkedIn Facebook Twitter Instagram Get Our App

Privacy Policy Cookie Policy

Footer Utility Menu

Copyright © 2023 Virginia Business. All rights reserved.

Site Maintained by TechArk