OVERVIEW:

In New Jersey, it's illegal to pump your own gas—the only state in the U.S. with that distinction. I saw an opportunity to turn this quirky state law into a full-blown identity.

Hypothetically, The Somerset Patriots, a minor league baseball team based in New Jersey, tapped me to create a one-night-only rebrand known in the baseball world as an “alter ego.” The goal was to develop a fun, bold identity that celebrated this unique piece of local culture while energizing fans and giving the team a fresh, unexpected look for the night.

Enter the Nozzle Nomads—a tongue-in-cheek tribute to full-service gas attendants and Garden State pride. From custom logos and uniforms to in-game visuals and merchandise, this project aimed to blend local lore with ballpark entertainment, creating a memorable theme night that fueled fan engagement.