Art Direction & Visual Identity for a Milestone Season

As the lead art director, I developed the visual style guide for the NFL Annual Meeting, working closely with internal partners, external vendors, and event teams to bring the creative vision to life. With the league moving into its 101st season, we aimed to evolve from the centennial’s traditional aesthetic into something more youthful and energizing—while still maintaining the formality and prestige expected of a league event. The design also had to harmonize with the elegant, historic atmosphere of The Breakers Hotel in Florida.

A Fresh Direction for a New Era—Cut Short

The goal was to strike a balance: ushering in a modern tone without losing the gravitas of the league’s legacy. The creative system brought a refreshing shift in palette, typography, and layout—signaling a new chapter in NFL history. Unfortunately, the onset of the COVID-19 pandemic brought the event to a halt before execution, making the style guide one of my last creative artifacts of a pre-pandemic event.