My Role: Creative Lead
Leadership Scope: Creative Design Direction, Team Leadership, Brand Systems, Experiential Design, Sponsorship Integration, Production OversightBig 12 Blvd: Fan Festival
PROBLEM
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.
CREATIVE SOLUTION
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.
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.
RESULTS
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.
15K+
Fans Engaged3K+
Daily Basketball Attendance3 Years
Program Expansion
Team: 3 Designers • Strategy • Account • Production • ClientDuration: 4 Months • Kansas City • Cross-Functional Team