National Football League

Campaign and branding systems designed to unite diverse audiences through shared identity, community, and love of the game.

Industry

Industry: Media • Marketing

Role
Campaign Director • Art Director • Brand Experience Designer • Product Designer • Graphic Designer
TIMELINE
2017-2018
Objective The Challenge The Strategy Impact & Outcome Whats Next Contact

Objective

Design future-facing campaign concepts that modernize the NFL’s visual storytelling and broaden audience connection. I explored how color, culture, and community can drive emotional resonance across diverse fan bases. The goal was to create adaptable creative that feels iconic, inclusive, and built for scale.

The Challenge

The NFL required cohesive campaign and branding work that could scale across multiple high-visibility initiatives—each with different audiences, formats, and goals, while maintaining a unified message of inclusivity, community, and shared fandom.
01
indentify
Creating systems flexible enough for campaigns, live events, and consumer products.
02
Brand
Avoiding rivalry-driven narratives in favor of unity and cultural connection.
03
Adjust
Supporting moments with massive national and global visibility.

The Strategy

A systems-led approach was used to ensure consistency across three major initiatives, while allowing each to express its own purpose and energy.
01
OBVERSE
A proven methodology for transforming complex challenges into clear, confident decisions.
02
DISCOVER
1. 2017 NFL Draft — Event Branding Developed branding systems for the 2017 NFL Draft that translated league identity into large-scale, physical environments Designed adaptable assets for stages, signage, and attendee touchpoints Ensured clarity, energy, and wayfinding consistency across the live event experience
03
EMPATHIZE
2. 2018 Campaign — Future Campaign Concepts & Marketing Created forward-looking campaign concepts centered on community, belonging, and shared passion Used restrained and monochromatic visual language to emphasize unity over rivalry Designed narratives that resonated across teams, regions, and demographics
04
VALIDATE
3. Super Bowl 2018 — Consumer Product Design Contributed to consumer product concepts tied to Super Bowl 2018 Aligned product design with broader campaign and event branding systems Ensured products felt collectible, culturally relevant, and brand-consistent Across all initiatives, branding was treated as a flexible system—capable of scaling from concept to live event to consumer product.
05
DEPLOY

Impact & Outcome

Delivered cohesive branding and campaign frameworks supporting the 2017 NFL Draft, 2018 league campaigns, and Super Bowl–scale consumer products.

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Brand GuideCase Studies
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WHAT I WOULD DO.

Expand the monochromatic campaign system into interactive and experiential formats—allowing fans to engage with shared identity through participatory, community-driven moments.

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* Ingredients: Strategy, Design, Accessibility, Motion and Build-ready Execution.
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