The Nashville Kats faced a difficult situation, a historic Arena Football franchise relocating to an entirely new city. Moving to Clarksville, TN, for the 2026 season meant risking the loyalty of an established fan base while simultaneously needing to capture the hearts of a new market.

They didn't need a logo. They needed a brand that could do two things at once: honor a storied Arena Football legacy and make an entirely new city feel like home.

The Approach

Score developed a three-part identity system built around one strategic idea: give Clarksville something to own.

A custom Tennessee state mark placed the Kats firmly in their new home geographically, creating an instant visual connection between the franchise and the city. Every fan wearing it becomes a walking statement that the Kats belong here.

A reimagined full-body "Kool Kat" mascot gave the organization a versatile character built for apparel, signage, youth engagement, and social media, the kind of asset that builds generational fan loyalty from the ground up.

Finally, Score developed the #Klarksville campaign identity, a hashtag and accompanying mark system designed to give fans a rallying point and shared identity before a single game was played. Great sports brands don't wait for the season to start. They build community first.

The Result

A complete identity system ready to launch a franchise in a new market, built on strategy, not just aesthetics. The Kats entered Clarksville with a brand that felt local, looked professional, and gave fans immediate reasons to engage.