To announce the official U.S. partnership between the New York Yankees and Japanese vodka seltzer brand -196, I was tasked with developing a key visual that would introduce the collaboration to American audiences while honoring the integrity of both brands. The challenge was to balance the Yankees’ iconic, heritage-driven identity with -196’s vibrant, high-energy aesthetic rooted in bold typography, citrus imagery, ice textures, and Japanese kanji.

I explored multiple creative directions that tested varying levels of brand dominance and visual interplay, carefully integrating -196’s dynamic lemon and ice motifs with the Yankees’ classic pinstripes and logomark. The goal was to create a composition that felt celebratory and cohesive rather than competitive. Through iterative refinement and collaboration with both U.S. and Japanese stakeholders, I developed a system that preserved the authenticity of each brand while creating a unified campaign moment.

The final key visual was approved by both American and Japanese client teams and became the foundation for the partnership’s launch across digital, retail, and promotional channels. The work successfully introduced -196 to a new market while reinforcing the prestige of the Yankees brand, generating strong engagement and establishing a visually distinctive entry into the U.S. beverage space.