To announce the official partnership between the New York Yankees and Japanese vodka seltzer brand -196, I was tasked with developing a key visual that introduced the collaboration to American audiences while preserving the identity and heritage of both brands. The challenge was balancing the Yankees’ iconic pinstripes and legacy-driven aesthetic with -196’s energetic visual language rooted in bold typography, citrus imagery, ice textures, and Japanese-inspired elements.

I explored multiple creative directions focused on finding the right balance between brand recognition and visual cohesion. Through iterative refinement and collaboration with U.S. and Japanese stakeholders, I integrated each brand’s defining elements into a unified system that felt celebratory, authentic, and adaptable across campaign touchpoints.

The final key visual was approved by both American and Japanese client teams and became the foundation for the partnership launch across digital, retail, and promotional channels.