As NFL design director / associate creative director, I oversaw brand design and visual communication for the league and its entertainment, marketing, sales, and consumer products divisions, as well as identity design and development for individual teams, including the Houston Texans, Atlanta Falcons, Arizona Cardinals and others.
Super Bowl Branding: Supervised a team of in-house designers and art directors as well as the seasoned environmental graphics firm, Infinite Scale Design Group, in developing the identity and look for Super Bowl XXXIX and Super Bowl XL. Our goal was to elevate the Super Bowl brand experience to a level befitting the nation’s premiere sports entertainment event.
NFL Playoffs Identity System: Guided the design development of a cohesive NFL calendar event identity system, designed for maximum impact and visibility on field and in network broadcast applications, with the ability for seamless co-branding across all 32 team markets. The system is central to the NFL’s ongoing efforts to increase the value of existing League assets, while creating greater marketing opportunities for League sponsors and partners.
NFL League Branding: In 2004, we partnered with Landor Associates in an effort to define and strengthen the NFL’s brand positioning and values, and develop the tools and guidelines needed to assist the League and its partners in creating relevant, on-brand communications. Over the course of 18 months, I worked closely with Landor through the design and development of the NFL identity refresh, brand book, and house style guidelines.