New Era caps are famous, yet their own brand identity is often overlooked. Our brand platform “Always On Side” literally shifts perception 90 degrees. We visually showcased the New Era flag and placed the wearer centrally in the story, highlighted by our line: “What’s in front is all you, but the flag is Always On Side.”

Campaign design and art direction at Studio Juice, with photography by Andrew Whitton & Liv Jank.