After the viral success of their 2022 fan-voted 50-yard line design campaign, the Cleveland Browns returned to the WIT platform looking to go even bigger.

This time, they wanted to fully redesign their tertiary “Dawg Pound” logo with help from the fans who live and breathe Browns football. The team needed a multi-stage experience that could:

1. Capture broad fan engagement over an extended period
2. Encourage creative fan submissions
3. Allow the public to vote on the final design
4. And most importantly, create a culturally relevant moment around the Dawg Pound legacy

With a diverse fanbase and a tight timeline leading up to the 2023 season, the Browns needed a campaign that scaled seamlessly, generated buzz, and reflected the heart of Cleveland.

The Browns built a multi-month, four-part campaign that would guide fans through a complete redesign journey – from idea to final logo.

The strategy? Put fans in control at every step.

🏆 Phase 1: Bark Madness Bracket

A custom interactive bracket asked fans: What kind of dog are the Browns?
Sixteen breeds went head-to-head in a March Madness-style format, complete with full visuals and voting rounds.

🎨 Phase 2: Fan Design Contest

With the winning breed (the Mastiff) selected, fans submitted their best Dawg logo designs using WIT’s UGC Contest product. Participants received dynamically generated share graphics with their ranking and votes needed to move up, turning artists into advocates.

🗳️ Phases 3 & 4: Two Rounds of Vote-to-Wins

The top entries advanced to two rounds of ranked-choice voting using WIT’s Vote-to-Win product. Each vote brought fans closer to selecting the final design, and post-entry pages included CTAs to buy tickets, blending engagement with commerce. Finally, the winning fan-designed logo was unveiled live on The Pat McAfee Show drawing praise across social media, sports media, and the broader design community.

Campaign Performance:

• 1.3K+ logo submissions from fans and artists worldwide
• 100K+ fan votes
• 1M+ total impressions across web, social, and earned media

The Dawg Pound Logo Redesign campaign was more than a vote – it was a creative movement that brought fans into the heart of the Browns’ identity.

From casual followers to diehard superfans, Browns Nation rallied around each stage of the activations. The campaign wasn’t just visible – it was talked about, shared, and celebrated. Influencers, artists, and sports media alike fueled a wave of excitement rarely seen in off-season football.

WIT’s seamless, mobile-optimized products made it easy for fans to vote, submit, and share across every touchpoint, turning a brand redesign into a viral, fan-owned moment.

The Cleveland Browns didn’t just refresh a logo, they redefined what fan-powered identity looks like in modern sports.