In its first year this new professional indoor league needed a look and feel that would bring fans into the Sears Centre in Hoffman Estates each week.

Having plenty of football experience getting the action shots was not a problem, the key was to create an image that would excite fans. A video intro was created for the jumbotron along with images that were compsed into the ad campaign to run in the Daily Herald.

The Coach needed to be leverged as the X Bears are always a big draw. Lastly, utilizing publicity through the Sun Times and the help of Elliott Harris and his 'Quick Hits" column on two occasions.