Responsibilities:
Creative Direction
Experiential Design

Challenge:
The NFL needed a Lead Creative to design Music City-specific experiences for the 2019 NFL Draft in Nashville, balancing creative storytelling with adherence to the league’s Style Guide.

Solution:
Designed cohesive branding that included custom traffic light decals, out-of-home advertisements, 160 street pole banners, airport signage, and social graphics promoting free concerts, all celebrating Nashville’s identity and enhancing the event experience.

Execution:

• Produced on-brand, localized experiential designs, including traffic decals and pole banners.

• Coordinated photographers and videographers to document live events, with hero shots featured in national and international media coverage.

• Managed out-of-home advertising and digital assets displayed regionally and nationally.

Impact:

The 2019 NFL Draft in Nashville generated a record $224 million economic impact and attracted 600,000 attendees, with global broadcasts in 115 countries and 47.5 million television viewers

Why It Matters:

This project demonstrated the power of experiential design in elevating a global event while honoring the host city’s unique identity and cultural significance.