overview
Built to swing big
We designed a connected identity for Delano and its flagship Original Gamer, then carried it onto the product through bat graphics, renderings and physical mockups—and into a new digital experience designed to turn performance into a reason to buy.
CLIENT
Delano Bat Company
SERVICES
Web, Branding
THE CHALLENGE
Delano sits in an unusual sweet spot: its bat looks and feels like wood but competes in the high-performance BBCOR world.
The brand needed to communicate both sides without feeling stuck in baseball's past or looking like every other technology-driven bat on the field. Delano wanted something distinctive, immediately recognizable and modern—while letting the wood itself carry much of the tradition.
OUR SOLUTION
We built a brand system around that contrast.
We refined the Delano identity, created a distinct product brand for the Original Gamer, developed graphics engineered to work on an actual curved bat and visualized the designs through 2D concepts, 3D renderings, and physical mockups before production. The work continued through NCAA submission materials and a website designed to bring the technology, performance, and classic wood experience together in one story.
description of brand
Palette
Type
NOT ALL BATS WEAR THE SAME UNIFORM.
Same performance. New stories to tell.
Original Glory Edition
For the Original Glory, we translated Delano's flagship bat into a limited-edition American tribute built around stars, stripes, and the natural maple barrel.
The bat was released as part of a limited edition production run to celebrate America's 250th—celebrating American craftsmanship without losing the clean, performance-focused character of the Original Gamer.
Fall Classic Edition
The Fall Classic pushed the visual direction in the opposite direction: quieter, simpler, and deliberately more traditional.
We explored honey-toned maple and turned to screen printing and engraving-inspired graphics to make the bat feel like it could have come from another era—even though what's inside is anything but old school.
Perfectly Imperfect
A little character goes a long way. We talked with Delano about the classic look of wood bats and decided perfectly clean digital artwork wasn't the goal. We experimented with a custom 3D printed stamp (repeatedly) until we found our favorite imperfect letters that would give the special-edition graphics the authentic character of a mark actually applied to wood.
We made vector artwork from the stamps to ensure the finished mark would feel crafted rather than computer-perfect.
A bat this different needs more than a product photo and a checkout button.
We designed a website that makes Delano's performance story easier to see and understand—bringing product features, FZN Composite technology, performance proof, team stories and e-commerce together in one experience.
The site balances the modern technology inside the Original Gamer with the unmistakable appeal of wood: the look, the feel and that sound off the bat.