New Orleans Pelicans

During the NBA season, every night is Fly or Die.


campaign development

visual identity


art direction



In a city known for its exciting nightlife, world-class festivals, and their beloved professional football team, the New Orleans Pelicans face fierce local competition for their fans’ entertainment dollars.

New Orleans loves to celebrate, so the Pelicans needed to give their city reasons to be celebrated. The team features a roster full of young players with an exuberant joy for the game, and an all-or-nothing style of play. Focusing on these characteristics, the “Fly or Die” brand campaign was created to excite their fanbase.

CJ McCollum Billboard - New Orleans Pelicans "Fly or Die"

C-90 was asked to create a visual identity that expressed the essence of the “Fly or Die” campaign. Along with a bespoke typeface, we designed how the campaign would look and feel across a variety of media and promotions.

Brandon Ingram for NBA All-Star - New Orleans Pelicans "Fly or Die"
Herb Jones Rising Star - New Orleans Pelicans "Fly or Die"
Zion Williamson Billboard - New Orleans Pelicans "Fly or Die"
Design & Creative: C-90™
Agency Partner: PETERMAYER