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Over the Moon or What a Loon? Erie SeaWolves Rebrand Makes Waves

Abby Baharis

July 7, 2025

Over the Moon or What a Loon? Erie SeaWolves Rebrand Makes Waves

What happens when a late-night talk show host, a minor league baseball team, and a purple prehistoric mascot walk into a brand story? You get the Erie Moon Mammoths.

In a segment spotlighting minor league promotions, Last Week Tonight with John Oliver offered one lucky MLB team a full creative rebrand with one caveat: no input and no questions asked. “We are willing to use all of our resources and stupidity to give one Minor League Baseball team a total rebrand…We will even throw you a theme night. It will be personalized and it will be bespoke,” Oliver said on air on May 4.

Out of 47 franchises that raised their hands, the Erie SeaWolves, a Double-A affiliate of the Detroit Tigers, made the cut — thanks to a strong pitch from General Manager Greg Coleman. What followed was a complete identity shift: a new name, a new look, and a new mascot. Meet Fuzz E. Mammoth, a purple mammoth who will be taking over on select game dates throughout the summer, with a special appearance from John Oliver on Saturday, July 19.

As expected, Erie had thoughts. Did the show do its homework on our city? Does the branding land with locals? Is this what representation looks like in the minor leagues? 

With comments ranging from “As an Erieite, I *love* the rebrand,” to “No thank you. We are ERIE SEAWOLVES” the reviews were mixed. Not everyone was sold on the purple fuzzball, but everyone loved that Erie got the nod. 

As a creative agency rooted in Erie, PA, we’re energized to see our city, and our local sports, in the spotlight. The SeaWolves’ transformation into the Erie Moon Mammoths may be temporary, but it’s a masterclass in how bold, well-executed ideas can capture attention and ignite conversation.

A Mammoth Marketing Moment

At kate & co., we know authenticity wins. There’s something powerful about a campaign that doesn’t take itself too seriously. The Moon Mammoth branding embraces silly charm, turning a quirky rebrand into a limited-edition moment Erie won’t soon forget.

The rollout leaned into comedy. It leaned into fuzz. And it worked. Social media is still buzzing, and national outlets from Sports Illustrated to NPR took note. It’s the kind of organic visibility most brands only dream of — made possible by a willingness to get a little weird.

We’re also experts in all things design: from typography to logos to color theory, and yes, even mascot aesthetics. @JohnOliver, didn’t you know? Moon mammoths discovered in the Great Lakes region are famously bubbly and fun-loving. If it were up to us, we would’ve gone with Hobeaux, an energetic typeface that matches Erie’s energy. 

We do love the mascot — and we’re calling it now: purple is the color of the summer. From national brand campaigns to the fur of the Moon Mammoth, this bold swatch is showing up everywhere. We can’t wait to see the SeaWolves take the field at UPMC Park, trading their iconic red for a fresh shade of purple and black.

Beyond the design, we loved uncovering the story behind the new mascot and discovering a slice of local history. Here in Erie, our bond with the Great Lake runs deep, shaping much of our culture, industry, and storytelling along its shores. It was interesting to learn about the often-overlooked Lake Pleasant — a “minor league lake” living  in the shadow of the great Lake Erie.

All in all, this rebrand is more than just a fresh look. It’s a celebration of Erie’s unique spirit, blending history, creativity, and community pride into one unforgettable mascot. The Erie Moon Mammoths have sparked a surge in community engagement and ticket sales, and kate & co. will definitely be in the stands to cheer them on.

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Kate Philips

CEO

  

Kate Philips is an accomplished, respected marketing and communications professional who cares about the client experience. In her role as CEO at kate & co., she is dedicated to creating work that has both a head and a heart. Under Kate’s guidance, projects produced at kate & co. are of the highest quality and have the ability to make an impact in the world.

Much of Kate’s work at kate & co. is focused on connections. She connects kate & co. with the community, attracting clients who would benefit from the agency’s brand of expertise. Then, Kate assembles the best team of individuals to meet each client’s unique needs. Finally, Kate connects the client with the public, tailoring a plan to tell their story through brand identity, media outreach, and advocacy.

Connections have been fundamental to Kate Philips throughout her career. She began as a TV reporter before directing communications efforts for the 2000 Census in Maryland. By meeting with residents and leaders, Kate learned about the unique needs of different communities and the importance of both data and narratives in achieving specific goals.

Kate spent most of her career in the public sector on the front lines of politics and government as a spokesperson for Maryland Lt. Governor Kathleen Kennedy Townsend, Pennsylvania Governor Ed Rendell, and Pennsylvania Congressman Bob Brady.

As chief spokesperson for Governor Rendell’s administration, she developed messages for and defended five multi-billion dollar executive budgets. During her time as the governor’s press secretary, she directed communications for legislative achievements including: the Pennsylvania Race Horse Development and Gaming Act of 2004; the $2.8 billion economic stimulus legislation of 2004, Growing Greener II, which established a $625 million fund to protect and preserve the

Pennsylvania environment; the first increase in the Pennsylvania minimum wage in more than a decade; and the successful passage and implementation of “Cover all Kids,” which extends healthcare coverage to all Pennsylvania children.

Kate earned her Bachelor of Science in Journalism at West Virginia University where she learned about the role journalism plays in the pursuit of justice. Her expertise in the field helps Kate guide clients through interactions with the media, which she understands are an essential part of the public narrative.

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Kristi Del Grande

VP of Marketing & Communications

  

With more than twenty years of experience in the public and private sectors, Kristianna Del Grande knows how to complete a project on time, on point, and on budget. Her degree in international relations and political science from St. Joseph’s University and White House internship led her into a government post that set the foundation for a successful career in communications and advocacy.

As vice president of marketing & communications at kate & co., Kristianna uses her years of experience in marketing and public relations, art direction, and project management to oversee dozens of clients, a handful of designers, and several staff members. She develops client communications and marketing plans, including public relations tactics, social media strategies, brand roll-outs, paid advertising campaigns, and event planning. Kristianna’s attention to detail and ability to multi-task ensure client needs and deadlines are met.

While serving as a deputy press secretary under Governor Edward G. Rendell, Kristianna perfected the art of calmly keeping projects on track under a variety of circumstances. Her talent for writing and persuasion led to a career in communications far beyond government, landing a public relations position within the financial sector. Having experienced both the private and public sectors of communications, Kristianna wanted a position serving clients from all sectors and joined with Kate Philips to help successfully launch the Pre-K for PA campaign in 2014. Since then, the campaign has secured several hundred million dollars of funding in the state budget, allowing thousands of children to have access to high-quality pre kindergarten programs.

Kristianna is a member of the Public Relations Society of America as well as a graduate of Chester County Leadership Connection.

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Abby Harris

Digital Marketing Director

  

Through her career and academic pursuits, Abby Harris has learned about the importance of social media in giving clients a larger voice than they can imagine. With over ten years of experience and a commitment to learning about evolving best practices and trends, Abby understands how social media fits into a comprehensive communication strategy.

Since 2020, Abby has worked as the social media and digital marketing manager at kate & co. She manages content and calendars for 50 different social media accounts, using a consistent brand tone and voice for each client. Abby develops social media content, ensures posts are scheduled, and manages calendars for graphic designers to keep projects on track. In addition, she monitors audience engagement while using analytics to develop performance reports that can provide insight for future optimization. Abby regularly attends webinars and classes focused on social media outreach to stay informed about industry trends.

Abby understands social media outlets help clients tell their unique stories, and various platforms invite new and creative ways to share a narrative through a different lens. When working on the PA Schools Work campaign, Abby helps tell the story of 45 Guy, a character whose social media presence educates the public about Pennsylvania’s 45th ranking in state share of education funding and the need to provide adequate and equitable funding for all Pennsylvania students.

A graduate of Youngstown State University, Abby has a Bachelor of Science in communication with minors in advertising and public relations. Abby has also worked as the social media director for a well-known wedding designer, a marketing director for a non-profit, and events and marketing coordinator for a start-up brewing company.

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Kate Nash

Senior Graphic Designer

  

Kate Nash is an artist who experiences the world through visualization. She knows how to use images to tell a story, a skill that has helped her carry design projects from conception through to completion for the past two decades.

As the senior graphic designer for kate & co., Kate creates visual identities, brand communications, and marketing materials for clients. In her work, Kate first considers the best way to visually convey a message and then uses her artistic expertise to ensure the graphic aligns with the client’s brand standard. She understands how to elevate brands through logos, typography, and color theories that can be used across multiple platforms.

Much of Kate’s job involves working with cutting-edge technology in her design studio, yet she also appreciates how her products work in the real world. Watching clients discover printed versions of reports she has designed and understanding how the collateral will be put into the world gives Kate passion for her work.

Before joining the kate & co. team, Kate worked in the design industry as the owner of a marketing firm and as a freelance designer. She also continues to work on her own art and recently showcased her paintings at a gallery in Erie.

Kate graduated from Salve Regina University with a degree in graphic design and a minor in photography.

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Tori Townsend

Graphic Designer

  

Tori Townsend is a graphic designer with a project manager’s mind. Her creative side shines through the graphics she creates for clients while her logical, solution-based thought process ensures projects are completed on time.

As a graphic designer at kate & co., Tori focuses on designing social media collateral consistent with established strategies for local, state, and national brands. She is also part of the lead design team for curated economic impact reports that showcase research and infographics in a captivating way. While she thrives in the creative environment, Tori’s time management skills and ability to prioritize projects while communicating honestly about deadlines are essential to effective project management.

Since 2017, Tori has held a variety of positions in graphic design where she created magazine layouts, digital ads, company branding items, and motion designs. At GreenFox Marketing, her graphic design work focused on producing eight regional, quarterly magazines that were more than 100 pages long. Tori also worked as a graphic designer at Talroo, where the first animation she ever created was played at the Austin Bergstrom airport for several years.

Tori graduated from the University of Texas at Austin with a degree in journalism. Her love of design originated in a magazine production course where Tori served as the art director for her group’s magazine. Much of her extensive knowledge about design, animation, and web software has been self-taught.

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Chris Stuart

Sr Web Programmer

  

As a web designer, Chris Stuart works to blend form and function by creating aesthetically pleasing sites that are easy to navigate. He has more than twenty years of industry experience designing web sites and digital graphics as well as t-shirts and the inside of the arcade he owns.

For Chris, collaborating as part of the graphic design team at kate & co. allows for the development of creative solutions to meet client needs. He creates designs that convey specific themes, have an impact, and are visually engaging. When he sees a social media post with a graphic he designed or the governor standing next to a poster he laid out, Chris appreciates the importance of his work in both achieving client goals and improving the lives of Pennsylvania residents.

As a self-taught graphic designer, Chris learned most of his extensive technical skills by diving into the challenges presented and learning through experience. He is an expert at using Adobe design products and leveraging technical, analytical and problem-solving skills to create dynamic, high-speed websites that fuel competitive advantage and growth.

Chris credits his time spent serving in the Army with giving him the confidence to try new things, a principle that has guided his life.

Chris is also an owner/operator with friends & family of an 80s retro arcade based in Springfield, Missouri that has been in business since 2005. He plays an active role in his community and is a committee member, website manager and graphic designer for Springfield Black Tie, a charitable fund-raising gala that started in 2003 and has raised more than $1 million for local LGBTQIA+ organizations

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Julia Ferritto

Content Creator

  

Julia Ferritto uses her technical and communication skills to oversee all administrative functions at kate & co. As the project assistant, she maintains company calendars and directs incoming and outgoing correspondences.

Julia is a skilled collaborator who coordinates meetings and conference calls, assists with special events, and ensures contact and mailing lists are accurate. As the first point of contact for kate & co., she maintains a patient demeanor that sets the tone for positive office interactions.

Prior to joining kate & co., Julia engaged with guests at the local Double-A baseball team, the Erie Seawolves. There she worked closely with executives and management staff to create a fun environment for all guests.

An Erie, PA native Julia graduated from Mercyhurst Prep. In her spare time, she enjoys playing volleyball, taking her dog on adventures to Lake Erie, and writing and performing her own music.

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Beth Scanio

Finance Director

 

Beth Scanio is a detail-oriented professional with more than thirty-years experience in business development, accounting, and marketing. She has an analytical mind that helps Beth understand how to grasp the big picture without losing sight of details.

As the finance director at kate & co., Beth manages day-to-day administrative functions including writing contracts, working with vendors, and handling human resource responsibilities. She also analyzes industry trends to help guide kate & co. in decisions about new projects, pricing, and hiring. Beth carefully scrutinizes opportunities to ensure the business pursues the best options.

Beth is skilled at juggling multiple priorities and at re-inventing herself to meet the evolving demands of her career. She brings that same spirit of resiliency to kate & co., where she helps the company evaluate where it is, consider where it wants to go, and then understand the best way to achieve its goals.

For thirty years, Beth has worked in accounting, human resources, and project management positions at a variety of businesses. She worked as the marketing project manager at Hershell Environmental, LLC, a global water treatment consulting firm, and as an accountant and human resources director at Crawford Insurance Agency. Through a range of different work experiences, Beth has become an expert at both project management and the administrative side of the business.

Beth received her bachelor of science in accounting with a minor in marketing from Penn State University. She is an active community volunteer who is involved in mission work through her church.

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Nicki Herdson

Senior Copywriter/Editor

  

Nicki Herdson has spent more than two decades immersed in the great art, theory, and practice of communication. From her work as a writer and editor, to her time teaching undergraduates about the writing process, Nicki understands the complexity of the written word and how best to tailor a message to fit the unique needs of an audience.

She worked as the lead researcher, writer, and editor for Election Administration Reports, a trade publication focused on issues of relevance to election administrators. In this capacity, she conducted in-depth research on a range of topics and crafted articles offering practical advice to individuals working in this niche market. Nicki’s professional communication experience also includes positions in writing, editing, and marketing in the public and private sectors. She started her career working as a speechwriter and public information officer for the Secretary of State of Maryland.

As a lecturer in rhetorical communication at York College of Pennsylvania, Nicki shared her expertise in research, writing, and editing with undergraduate students. She taught fundamentals of written, verbal, and visual communication and guided students through each part of the writing process, culminating in a substantial research project. In her classes, Nicki challenged students to think critically about a topic while considering how the author, audience, and context impact how a message is crafted. During her time in academia, Nicki also frequently participated in and presented at conferences on composition and published essays on blogs focused on successful teaching strategies.

Nicki earned a bachelor of arts in communication with minors in writing and journalism from McDaniel College (formerly Western Maryland College). She graduated with a master of fine arts in creative writing and publishing from the University of Baltimore.

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Anna Hartvigson

Operations Manager

  

Anna Hartvigson brings a unique blend of strategic planning, creative thinking, and organizational expertise to her role as Operations Manager at Kate & Co. With a passion for helping others succeed, Anna thrives on creating systems and processes that empower teams to achieve their goals efficiently and effectively.

Anna’s career spans nonprofit marketing, freelance creative work, and teaching, each of which has shaped her approach to communications and operations. She has led rebranding initiatives, built websites from scratch, implemented CRMs from the ground up, and developed marketing calendars that drive engagement and results. Her ability to streamline information flow and oversee complex projects informs her role as a conduit between team members, ensuring projects stay on track and aligned with organizational goals.

Outside of work, Anna is an accomplished photographer whose work has been featured in several publications. She also showcased her creativity on Hulu’s Exposure, a nationally streamed photography competition. A native of Alaska, Anna enjoys exploring the outdoors, experimenting with new recipes in the kitchen, cheering for the Tampa Bay Lightning, and tending to her bustling household – people and plants alike.

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Sam Peterson

Project Manager

  

Sam moved to Pittsburgh after graduating from Mercyhurst University with degrees in business marketing and integrated strategic media communications. He spent about a year there before he decided to move back to Erie (good for us!) and began working for Millcreek Twp. Sam is on the move – he and his new wife recently bought a home after getting married this summer and they are expecting their first child in 2025.

Outside of work, Sam enjoys spending time with his wife, family, and friends – and two pups (he has a favorite). He also loves reading and outdoor activities, including running, fishing, and other sports. Watch for him in the Erie Marathon on Sunday, September 8th. And look for him if the Los Angeles Chargers win big – he’s their biggest East Coast fan!

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Julia Rubin

Project Manager

  

As a teenager, Julia stumbled upon a passion that would shape her career. What began as a curiosity blossomed into a dedication to crafting narratives through her work. From writing personal stories to creating artwork that breathed life into others' words, she immersed herself in every aspect of storytelling.

Whether developing brands with innovative logos or taking on the roles of director, editor, and stylist, each project offered a new opportunity to explore and grow. While some aligned perfectly with her aesthetic, others challenged Julia to find beauty in unfamiliar visions. This journey of discovery continues to inspire her pursuit of creativity and storytelling excellence.

Julia graduated from James Madison University in 2023, where she studied media arts and design with a concentration in creative advertising and a minor in sociology.

During her time at JMU she was an art director, a graphic designer and editor-in-chief for a lifestyle magazine that she founded her junior year.

In all her roles, Julia works to be a listener first and a designer second. She says collaboration will always be her key to success.

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Julia Carden

Project Manager

  

Julia Carden, content creator, and the third of her kind at kate & co.! That’s right – we have three content creators named Julia (she’s in good company!).

Julia grew up in Cambridge Springs and is an alum of Pennsylvania Western University. She recently earned her master's degree in journalism from the S.I. Newhouse School of Public Communications at Syracuse University – the nation’s leading communications program. While at Syracuse, Julia completed research in women’s and gender studies. Her work has been published in the Erie Reader and she led both PennWest Edinboro and Syracuse University’s student newspapers as the executive editor (good writing!). With a keen eye for detail and a talent for writing and research, Julia will help our clients share their stories across all platforms.