The Vibrancy of Change
Based in the heart of the Washington, D.C. metro area, the Washington Commanders are more than just a football team—they’re a symbol of reinvention. In 2020, the franchise took a bold step forward with a full-scale rebrand, retiring its former name and embracing a new identity as “The Commanders.” In 2023, a new era began with the arrival of Josh Harris as team owner, ushering in a fresh vision for the organization to rebuild trust, reignite pride, and reshape how the team and its stadium connect with the D.C. community.
What they came to us for
As part of the Washington Commanders’ renewed commitment to community and an elevated fan experience, The Play Nice Agency was tapped to bring a first-of-its-kind idea to life: the NFL’s first rotating art exhibit inside a stadium lounge.
The Result
We partnered with local D.C. artists to transform the team’s largest lounge into an immersive, interactive gallery—rebranded under the theme “The Vibrancy of Change.” The space now reflects the team’s new identity and deeper connection to the community.
In addition to curating the fan experience, we developed a custom e-commerce platform for artwork sales and created branded lounge collateral in partnership with Sire Spirits. The project received coverage in Eater DC and on The Commanders’ official site for its groundbreaking, community-first approach.
