Cuse Creekmonsters
After separating from the Mets, the Syracuse team is redefined as the Cuse Creek Monsters by building a bold, locally rooted brand around the Onondaga Creekwalk.
Syracuse Mets Rebrand
❋ Challenge
Syracuse's minor league baseball team had spent years operating in the shadow of the New York Mets. Under new ownership
and a formal separation from the major league affiliate, the team had an opportunity, and a need, to build an identity that was entirely its own.
The existing brand carried no meaningful connection to Syracuse, and the fanbase
knew it.
❋ Insight
The strongest sports brands are the ones that make a city feel seen. Syracuse has a distinct character: gritty, proud, and underestimated. The Onodaga Creekwalk captures all of it. Connecting Onondaga Lake to downtown, it threads together the city's history, its natural landscape, and its community in a single place most locals already love. A team built around this landmark isn't just representing Syracuse; it's invested in keeping it worth representing.
❋ Solution
The Cuse Creek Monsters rebrand centers the team's identity around the Creekwalk, with proceeds from each game and specialty nights directed toward preservation and cleanup efforts along the waterway.
The name is fierce and local, the visual system is bold and clean, and the brand speaks to fans who want a team that belongs to Syracuse. From the field to the stands, every touchpoint is built to earn Upstate pride rather than assume it.
+ Brand Identity
+ Concept
+ Creative Direction
+ Logo Design
+ Advertising
+ Brand Identity + Concept + Creative Direction + Logo Design + Advertising