Creating the Big 12 Brand Ecosystem

MY ROLE: Creative Lead

LEADERSHIP SCOPE: Creative Design Direction & Strategy • Brand Identity • Experience Design • Integrated Campaigns • Team Leadership • Executive Client Partnership

Big12 Blvd: Fan Festival

CAMPAIGN OVERVIEW

We developed a scalable brand platform for the Big 12 that transformed championship weekend into a unified fan engagement campaign. Built to flex across football and basketball championships, the system combined brand identity, sponsor integration, immersive programming, and modular design to create a consistent experience while supporting long-term growth.

BUSINESS CHALLENGE

Following the expansion to 16 member schools, the Big 12 needed to redefine its championship experience with a fan festival that united diverse traditions under one cohesive brand. The challenge was to create a scalable platform that celebrated each school's identity while seamlessly integrating sponsors, increasing fan engagement, and establishing a repeatable experience for future championships.

STRATEGIC APPROACH

We created Big 12 BLVD—a modular fan festival platform that transformed championship weekend into a vibrant college town experience. Designed to scale across football and basketball, the environment combined branded storefronts, interactive activations, sponsor integrations, and communal gathering spaces into a cohesive destination celebrating all 16 schools.

CREATIVE LEADERSHIP

As Creative Lead, I established the creative vision from concept through execution, leading a multidisciplinary team while partnering with strategy, production, and client stakeholders. I developed a scalable visual system and modular design framework that unified sponsor integration, fan engagement, and environmental storytelling across multiple championship events.

BUSINESS IMPACT

Debuting for the football season, Big 12 Blvd evolved into a scalable multi-season platform, expanding to basketball in the following year and continuing into its second year. The experience welcomed nearly 15,000 football attendees and approximately 3,000 visitors daily during the two-week basketball championship, with the sport court emerging as the event's highest-engagement activation. Appearances from the Kansas City Mayor and NBA talent further elevated the platform's visibility and cultural relevance.

Campaign Ecosystem

Brand Identity
- Environmental Graphics
- Wayfinding System
- Brand Architecture
- Signage & Iconography
- Modular Design System
Campaign
- Campaign Concept
- Championship Marketing
- Sponsor Integration & Toolkit
- Email, Exec Recap
- Digital/Social Content
Experience
- Fan Programming
- Interactive Games
- Entertainment
- Merchandise
- Sponsor Activations
- Guest Journey
Digital
- Interactive Displays
- UX/UI Experiences
- Photography
- Video
- Campaign Recap
- Social Content