Partnering with 4040 Agency, we worked with the NHL's Washington Capitals to create their 2017 and 2018 season creative direction. When we started the engagement, the CAPS 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 us 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. Our creative work included design concept exploration, execution examples in a myriad of contexts, and ensuring a smooth transition of creative assets to their internal creative team.