On the heels of their 50th anniversary, the Oakland Athletics MLB team has collaborated with strategy and design studio Fiction on a branding initiative that honors their past and defines a powerful vision for realizing a winning future.Fiction’s partnership with the Oakland Athletics began with in-depth research and collaborative workshops to discover the legacy of this franchise. As part of this year-long process, Fiction executed extensive interviews with various members of the organization and community, including fans and players. These efforts yielded a brand book that tells Oakland's truth via its history, mission, and brand pillars.This work marks a new brand direction that firmly establishes the organization as innovators for the future of their sport. Fiction also generated a set of visual and communication guidelines that resonate with the Oakland brand. Fiction has already begun activating the newly aligned brand and guidelines in their designs for the A's new corporate offices at Jack London Square in Oakland, CA.CreditsScott Petersen, Creative Director, FictionAngela Espersen, Creative Director, FictionCorey Pressman, VP of Adaptive Strategies, FictionHunter Petterson, Senior Producer, Fiction