Full-scale franchise identity developed for Pioneer League’s Modesto team
When Modesto’s New Team Needed a New Identity, We Hit the Gas
Modesto’s rich cruising culture and baseball history deserved a name that felt like home. Slightly Obsessed Studios joined the journey at a pivotal moment, helping to channel community passion into a brand identity that truly belongs. To his credit, team owner Dave Heller opened the door to reimagining everything. And he opened it directly to us.
This was no ordinary branding job. It was an all-access, full-throttle creative partnership with one of the most respected owners in minor league baseball. Together, we turned a Central Valley startup into a bold, community-rooted brand set to debut in 2026.
The Challenge: A Clean Slate with a Clock Ticking
The team had already been introduced to the public under one name. But after weeks of community conversations, it became clear that a fresh direction could better honor Modesto’s legacy. Dave Heller took that feedback seriously and invited us to help lead the transition.
The vision was already bold. Our role was to bring it into focus, rooted in community, powered by heritage, and built for the long haul.
The Slightly Obsessed Solution: Full-Throttle, Fan-First Branding
From the first call, working directly with Dave Heller was not only efficient but energizing. He respected the process, empowered creative risks, and gave us direct access at every milestone. That trust laid the foundation for one of our most immersive and authentic branding projects to date.
Key Actions
Renaming the Franchise
- Introduced the Modesto Roadsters as the new primary identity – an homage to Modesto’s car culture and working-class grit
- Crafted a full brand story rooted in horsepower, heritage, and heart
Logo and Mascot Design
- Developed a custom M mark inspired by midcentury neon signage and diner culture, using bright outlines and motion lines to capture vintage Americana energy.
- Designed Cruiser the Fox, a San Joaquin kit fox in shades and a leather jacket, behind the wheel of a candy-red roadster.
- Delivered a versatile mascot system with head-only, half-body, and full-body illustrations, tailored for merchandise, media, and on-field entertainment.
Uniform and Merch Development
- Designed home and away jerseys with vintage piping, modern tailoring, and classic red flourishes
- Delivered collateral for caps, warmups, team gear, and launch-season merch
Creative Direction and Messaging
- Shaped the visual tone and creative direction across key touchpoints, including merchandise, uniforms, and campaign materials
- Ensured consistency with the team’s values while amplifying the culture of Central California and the pride of Modesto
- Provided hands-on art direction that kept every asset aligned with the spirit of the rebrand
Real Partnership with Ownership
- Met one-on-one with Dave Heller and VP Corey Gales throughout development
- Worked in sync with fan sentiment, press coverage, and Pioneer League timelines
- Delivered quickly because decisions were made collaboratively, not behind closed doors
- SOS will continue working with the Roadsters on future projects, including ballpark wayfinding signage, in-park branding, and additional creative opportunities that further strengthen the brand
Public Response and Results
The official brand reveal launched in November 2025. In the team’s press release, Dave Heller shared:
“After the Glow Riders were announced, we did a lot of listening and learned a lot about this community, its culture, and its people. I was blown away by the passion and the pride people here have for baseball, their team, and their history. We owed it to them to hit a home run with the new primary identity, and with the Modesto Roadsters we’ve hit a grand slam.”
The brand instantly gained traction. Fan engagement spiked. Headlines praised the rebrand. And Modesto got a team identity that felt like it truly belonged.
Outcomes
Internal Launch Success
All creative assets were delivered on schedule, including logos, uniforms, mascot artwork, and promotional visuals, ready for the team’s 2026 debut.
League and Ownership Alignment
The Modesto Roadsters identity received full endorsement from Main Street Baseball and Pioneer League leadership. Dave Heller’s public support confirmed that the final direction matched both the community’s voice and the team’s long-term vision.
Pre-Launch Momentum
Even before the first jersey hits the field, early teasers and logo drops are driving curiosity, press attention, and local buzz.
Scalable Brand System
From the alternate Glow Riders identity to Cruiser’s expanded use across platforms, every piece was designed to evolve alongside the team and its fanbase.
What About Glow Riders? A Dual Identity Done Right
The Glow Riders identity was not retired. It was repositioned as a secondary brand the team will use on select nights to honor lowrider culture and celebrate local Latino-owned businesses. This dual-brand system allows the team to reflect Modesto’s diversity while connecting with multiple fan communities throughout the season.
The Takeaway: Partnership Fuels the Best Brands
The Modesto Roadsters project proves that when team ownership listens, trusts the creative process, and works shoulder to shoulder with its brand partner, the result is something fans can rally behind. It’s not just a logo. It’s a movement.
Ready to Build a Franchise Identity That Hits Hard and Lasts Long?
Slightly Obsessed Studios turns local passion into brand power. We build minor league brands that fans tattoo on their hearts and wear with pride. If your team needs an identity that drives culture and sells tickets, let’s talk.
Let’s get obsessed – with yours.
In the Press
The Modesto Roadsters rebrand caught the attention of fans and journalists alike. Here’s a roundup of media coverage celebrating the team’s launch, the bold new identity, and the arrival of Cruiser the Fox:
- Roadsters Cruise In as Modesto’s New Baseball Team – Oakdale Leader
- Modesto’s New Pioneer League Team is the Roadsters – KCRA
- Modesto Baseball Team Unveils Another Name and Logo – Modesto Bee
- Cruiser the Fox Makes His Debut – ABC10
- Modesto Baseball Team Adopts New Identity – Yahoo Sports
- Modesto Embraces Retro Charm with New Baseball Team – Hoodline
- Merced Sun-Star Coverage – Modesto Bee Syndication
- Roadsters Launch – Escalon Times
- Official League Announcement – Pioneer League
- New Team Name Announced – CBS Sacramento
- Modesto’s New Baseball Team is the Roadsters – OurSports Central
- Roadsters Name Reveal – SportsLogos.net
- Let’s Go Modesto Roadsters – Reddit /r/Modesto
- Roadsters Press Image – The Union
- ABC10 Video Coverage
- Sacramento Daily News Podcast Segment
