When the Washington Capitals Hockey Team engaged with Forty Forty, they had endured several seasons of frustrating and abrupt endings to their seasons. While the Capitals have an incredibly loyal fan base, the core fans were tiring of many seasons of unmet expectations. The Capitals looked to Forty Forty to create a brandline that the team, organization and fans could rally around and call their own. Our ALL CAPS solution combined an enthusiastic rallying cry for the fans and a simple but strong message that the team and the city can call their own. As the Capitals made their incredible run towards the Stanley Cup Championship, ALL CAPS has captured the ethos of this team and the DC metro area. Services: Brand Strategy, Brandline, Seasonal Visual Language, Advertising, Signage, Collateral and In-Arena Video Language.