2025 Atlanta Falcons Throwback Design

ABOUT THIS ENTRY

The Atlanta Falcons Throwback package pays homage to the team’s inaugural era. Each season, we challenge ourselves to design a package that deeply reflects the 1960s aesthetic, incorporating the look and feel into social, app, in-stadium, retail and more to truly transport our fans back in time.

How does this represent "Excellence in Engagement"?

To better engage Atlanta Falcons fans, we challenged ourselves to understand what they wanted to see in a design package and to deliver on that vision authentically. Our fans carry a deep sense of nostalgia and pride both in the history of Atlanta as a city and in the legacy of the Falcons. This creates a strong demand for design, photography, and apparel that tells the story of our past. 

As a creative team, we met this demand by staying as authentic as possible to the eras our fans longed for.  From photography to field design and even in our retail collection, our unwavering pursuit of historical design accuracy guided each detail of the package.  Simply put, if we couldn’t support a concept with historical references, it didn’t make the final package. 

The most rewarding part of the project was experiencing the incredible response from the fans we serve. Watching multiple generations of season ticket members wear gear true to what would have been available 60 years ago, and reading comments from fans reflecting on memories of Atlanta–Fulton County Stadium. This was an incredibly rewarding project from start to finish. 

Objective

Winning the "Best Graphic Design" Hashtag Sports award for our 2024 Throwback Package motivated us to push even harder during Throwback moments in 2025. We challenged ourselves to evolve the system without compromising our very firm commitment to 1966 era-specific historical design accuracy. We found inspiration in mid-20th-century creative movements such as Bauhaus, Pop Art, Googie architecture, and of course, Swiss Design. This manifested throughout our design package, but also influenced our photography and field design details. From Gameday to Retail Launches, we photographed with film. And we brought in more details to the stadium, to make it even-more dressed up in the 1960s aesthetic. By digging deeper into the past, we pushed the visual identity of the 2025 Throwback package forward. 

Strategy & Execution

The closer we get to our roots, the closer we get to our community. Our fans' nostalgia empowers our pursuit of historical design accuracy; knowing that the more authentic to the 1960's era our creative feels, the more it will resonate with our fans.  

We brought this system to life in a variety of ways. In 2025, we combed through even more archival imagery to find opportunities to make our field design more historically accurate.  

We continued to evolve our digital design, introducing more color variations while leveraging overhead photography. All guided by mid 20^th century creative movements such as Bauhaus, Pop Art, Googie architecture, and Swiss Design. 
 
Photography was another area we elevated for the 2025 Throwback Package. For the first time, we executed a throwback specific studio photography shoot, using these images consistently in our design package. As a team, we prioritized film photography. Capturing everything from game action, retail shoots and city photography, on film.  

We leveraged unique retail silhouettes to create a collection unlike any we had previously executed. Incorporating hand illustrated 60's inspired football character, we shot the collection using vintage filters as well as film to give it an authentic mid-20th century feel. 

Organizations

• Atlanta Falcons

Links

•   Website

Featured

• Entire Atlanta Falcons Football team 

Credits

Larry Luk
Vice President, Creative
AMB Sports and Entertainment

Tucker Brooks
Associate Creative Director
AMB Sports and Entertainment

Jackson Sipes
Creative Design Manager
Atlanta Falcons

Jack Ozmer
Senior Graphic Designer
Atlanta Falcons

Josh Kluchka
Creative Operations Manager
AMB Sports and Entertainment

Abigail Jackson
Graphic Designer
AMB Sports and Entertainment

Laramie Diestlekamp Diestlekamp
Graphic Designer
AMB Sports and Entertainment

Grace Eberhard
Graphic Designer
AMB Sports and Entertainment

Brandon Magnus
Director, Photography and Digital Asset Management
AMB Sports and Entertainment

Jay Bendlin
Team Photographer
Atlanta Falcons

Taylor McLaughlin
Team Photographer
Atlanta Falcons

Emily Hendrix
Digital Asset Manager
AMB Sports and Entertainment

Serena Brown
Digital Asset Coordinator
AMB Sports and Entertainment

Shannon Joyner
Chief Marketing Officer
Atlanta Falcons

Parker McGlone
Senior Manager, MBS Turf and Grounds
AMB Sports and Entertainment

Greg Beadles
President, CEO
Atlanta Falcons

Nisha Schmitt
Vice President, Retail
AMB Sports and Entertainment

Ryan Delgado
Director, Digital Platforms
Atlanta Falcons

Jackie Kinney
Senior Social Media Manager
Atlanta Falcons

Kabrione Cummings
Director, Brand Experience
Atlanta Falcons

Julia Chongarlides
Senior Director & Executive Producer, Stadium Production
Mercedes-Benz Stadium

Taylor Thorne
Senior Motion Graphic Designer
Mercedes-Benz Stadium

Morgan Cowen
Senior Manager, Brand & Digital Partnerships
Atlanta Falcons

Laura Lanier
Director, Brand Strategy
Atlanta Falcons

Roshni Hariharan
Manager, Digital Products and Platforms
AMB Sports and Entertainment

Connor Richter
Senior Video Producer
Mercedes-Benz Stadium

Mohamed Diomande
Motion Graphic Designer
Mercedes-Benz Stadium

Trey Caldwell
Motion Graphic Designer
Mercedes-Benz Stadium

Eric Black
Senior Manager, Video Content
Mercedes-Benz Stadium