Creative Director · Co Creative Director
The Brand Identity features Christopher A. Ritter’s creative direction for the Chicago Cubs’ 2024 ticket-sales campaign, titled '[THIS] is Everything.' The campaign focuses on the emotional experience of attending games at Wrigley Field, using hand-painted textures, photography, and flexible typography to celebrate fan culture. Ritter collaborated with other creative directors and used Animo by Heavyweight Type to create a modern yet respectful visual system for the iconic franchise.
PRINT Magazine’s Deb Aldrich examines the Chicago Cubs’ new 'THIS' campaign, a minimalist slogan that initially drew criticism for its vagueness but has since proven effective by inviting fan participation. Created by Christopher A. Ritter with co-creative directors Kent Carmichael, Peter Carnevale, and Scott Serilla, the campaign reframes baseball as belonging rather than spectacle. Through hand-painted visuals, custom typography, and bold color, it captures the emotional texture of the Cubs experience.