Washington Capitals

Washington Capitals


Creating a campaign. Re-igniting a spirit.

When the Washington Capitals Hockey Team engaged with 4040, they had endured several seasons of frustrating and abrupt endings to their seasons. And while the Capitals have an incredibly loyal fan base, the core fans were tiring of many seasons of unmet expectations. The team looked to 4040 to create a morale-boosting rally cry, that the team, the organization and most importantly, the fans could rally around.

2 ALLCAPS keyboard

Our ALL CAPS solution defines an enthusiastic rallying cry for the fans – and a simple and powerful message that both the team and the city could call their own. As the Capitals made their incredible run towards the Stanley Cup Championship, ALL CAPS, which appeared everywhere, captured the true ethos of this team, the fans – and the entire DC metro area.

3 ALLCAPS metro mock up
Caps Metro Poster1 01
Caps jumbotron copy
Screen Shot 2020 05 15 at 11 54 21 AM
ALLCAPS infographic 2 02
  • What We Did
  • Brand Positioning
  • Brand Line
  • Seasonal Campaign Concept
  • Seasonal Campaign Visual Language
  • Advertising
  • Signage
  • Environmental Design
  • Social Media Templates
  • In-Arena Video Language
  • Environmental Design
Capitals Instagram
Caps book

Our deliverables included a campaign toolkit with all the necessary elements needed for creating applications throughout the season and across the organization.

Caps Sports Illustrated