For the 2015/2016 season, the St Louis Blues were looking for a new campaign, one that emphasized both the "Our Town, Our Team" mantra, and focused on an increase of ticket sales. We arrived at a multi-tiered campaign: starting with a couple of "Let's Go" themed ads, turning a time-honored arena chant into a call to action for the fans, and a "Home Ice" series of ads, both serving as reminders of how fun attending home games can be, and how important fans are to the organization. By the end of the 2016 season, emphasis was focused to the playoffs, with new branding for their post-season series, centered around the classic "Bleed Blue" line. For the 2016/2017 season, a new logo was created to commemorate their historic 50th season with the NHL, which was used everywhere from team jerseys, signage, center ice, and various merchandise. During that season, the TV and online ad campaign switched from the usual :30 second spots, to a series of shorter, sharable spots featuring their mascot Louie, and designs for several promotional t-shirts, including one for their first-ever Pride Night.
