You don’t get many chances to work on something you truly love and are passionate about. I was lucky enough to get that opportunity when I began working on branding for The University of Tennessee Athletic Department. The challenge was large though. The flagship sport, football, was struggling, so our job was to help create engagement with fans through design and initiatives. Everything from an online contest to a 3D billboard on I-40 heading into Knoxville were created to support ticket sales.
ROLE: Associate Creative Director / AD / Designer
One way we engaged fans was by creating a contest to 'Paint The Rock,' a tradition at Tennessee. In partnership with Farm Bureau Insurance, we developed an interactive experience where fans could paint their own designs, share them on social media, and vote for the winner.
Another way to engage fans was by creating a user’s guide to 'Neylanding,' honoring the legendary head coach. Through social media posts and physical posters, we invited fans to upload photos of themselves emulating 'The General,' which were then displayed on Facebook and at Neyland Stadium during games.
One way we generated excitement for upcoming seasons was by creating dynamic outdoor designs, including a 3D gloved hand slapping the 'I will give my all…' locker room sign that players touch as they head onto the field at Neyland Stadium, as well as using extensions to add more dimension and intrigue.
