TWINS “M” Series
CREATIVE DIRECTOR & DESIGN: Kevin Hughes // DESIGNER: Rachel Haselhorst // MOTION DESIGN: Matt Semke
As part of my role with the Twins I wanted to find more ways to engage the robust creative community in the Twin Cities. With the 2022 “M” Hat Series, I designed 6 classic 59Fifty New Era hats to be exclusively released at our Team Store at Target Field. I was able to reach out to a group of diverse individuals in the Twin Cities area that I thought were “creating culture” and surprise them with a gift from the Twins.
It was an organic social splash that created the right amount of hype before the hats dropped.
Each hat had a Double State Outline detail on the right side to “seed” a logo for a potential future in-house lifestyle brand for the Twins. The inspiration for the logo was simply “Twin Minnesotas”.
