Throwback Week was one of those rare projects where everything I love about this job collided at once: culture, nostalgia, design, fandom, and a city that raised me. As Creative Director, I led our in-house team from the first spark of the idea through production, photography, film, talent direction, toolkit build-out, and full matchday activation. We took a 90s-inspired Archive third kit launch and expanded it into a full-club creative moment, rooted in Seattle’s music, skate, and sports history, and delivered it across every channel.

This project also happened to include two surreal full-circle moments for me: meeting and photographing Ken Griffey Jr., my childhood hero, and spending a day working with Drew Carey, who brought the exact energy you hope Drew Carey brings.

What you’ll see in this case study is the complete system we built: the concept, the photography approach (field, studio, fisheye, and skatepark), the toolkit, the typography, the partnership work with KEXP, the matchday experiences, and the design system that held it all together. This is a breakdown of a fully integrated, cross-channel campaign, ideated, produced, and executed entirely in-house.