Erin SWARTZ

Director, Brand & Creative | MINNESOTA VIKINGS

Erin Swartz is the Director of Brand & Creative for the Minnesota Vikings. For the past 13 seasons, she has overseen the team's brand, advertising campaigns, and built the team’s first in-house creative department. During her tenure she and her small team have had the opportunity to make big changes; from new uniforms and logos, to building a fan experience center, a new stadium, a practice facility and a museum. 

 

Before the big leagues, Erin worked in the advertising world, and got her start in brand working for one of the world's best, the Walt Disney Company and Radio Disney. When not building furniture or renovating homes, Erin and her husband can be found chasing their 3 energetic boys. 

questionnaire

1.)     What was your very first job? 

I worked at our small town hardware store, igniting the spark of a life full of furniture building and renovation.

 

2.)     Please describe, in your own words, what your job is and what work it entails. 

I guide the brand expression and marketing of a football team with 60 seasons of connections, memories and stories.

 

3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

I’ve been building, both literally and figuratively, worlds and stories in my mind for as long as I can remember. I’ve always felt that even the most mundane story can become life changing if told the right way. Bless my family and friends that have been the audiences of my stories for all these years.  

 

4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

I am inspired everyday by the team I am fortunate enough to work with. They all have such an ease of collaboration that really brings out the best work in each other. They push each other to innovate on a 60 year old, in-house brand, and I marvel at the authenticity and creativity they achieve.

 

5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

The SKOL brand launch and it’s continued development to today brings me the greatest sense of pride. To see generations of fans, from all walks of life, come together in complete understanding and shared elation with just one “secret password” continues to give me goosebumps.

 

6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

I love to watch how photography continues to adapt and inspire on social channels. Being able to move someone with an incredible image, presented in an innovative way, in the palm of their hand in the most mundane space, shows the power of the medium.

 

jury

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