Every new season was a fresh start. We wanted to celebrate the team and get the fans excited for opening day in a way that would translate through an entire season. The season ticket book was the keystone for each year's look that translated across all marketing and branding.
The 2012 was the beginning of the celebration of Kirk Gibson's reign after his Coach of the Year Award. To see more of the Gibby is watching campaign, please see more of it here.