MLB Bases Covered

Campaign bringing baseball culture to UK audiences

Major League Baseball wanted to grow cultural relevance in the UK. We created a year-long programme of content and events covering food, history, players, and baseball culture. I designed the campaign identity, oversaw assets across platforms, and maintained consistency throughout. The campaign successfully introduced MLB to new audiences, positioning the sport as entertaining and culturally rich, beyond the field.

Brand Identity, Campaign Design, Cross-Platform Storytelling

Modern

Dynamic

Simple

Photography focused

Always consistent with the mother brand

Project Information

When Major League Baseball set out to expand its presence in the UK, the challenge was not just to promote the sport, but to build cultural relevance for an audience largely unfamiliar with it. The Wild, Jungle Creations’ internal creative agency, was asked to develop a campaign that could educate, entertain, and spark genuine curiosity.

The solution was a year-long calendar of content and events designed to bring the world of baseball to life from multiple angles. Topics ranged from the food culture of game day, to deep dives into iconic players, to explorations of baseball’s role in shaping American identity. The campaign was built to show that baseball is more than a sport — it’s a cultural experience.

I developed the visual identity and look and feel for the campaign, ensuring cohesion across platforms while allowing flexibility for different content formats. I also oversaw the production of assets throughout the year, working closely with editorial, design, and production teams to maintain consistency and impact.

The campaign successfully introduced Major League Baseball to new UK audiences, positioning the sport as both entertaining and culturally rich.

Dylan Davenport, Creative Direction
Barbara Desiderato, Art Direction
Barbara Desiderato, Design
James Fenn, Production

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