Role: Art Director, Designer, Account Manager, Project Manager
Tools: Photoshop, Illustrator, InDesign, Lightroom, Premiere
Scope: Stadium Video Displays, Gameday Print Collateral, Out-of-Home Displays, Promotional Event Stages & Signage, Paid Digital Ads, Paid Social Media Ads, Social Media Content
Goal: Ticket sales, increase social media presence by 10%, and a unique identity for the 2019 event
The Gasparilla Bowl is a college football post-season bowl put on annually in Tampa, FL by ESPN. The overall visual identity is updated year-to-year while adhering to the Gasparilla Bowl brand identity that combines traditional college football with Tampa's pirate-themed Gasparilla festival.
For 2019, a different designer created an initial iteration focusing on the orange stock football player, and a piece of collateral was released. This design element then had to be incorporated, though edited, in the same regard for consistency once I took over the project. The most significant change is the removal of a grouping of fans within the flames to focus more on football and make the element less busy. From there, subtle halftone backgrounds and brand-colored frames add a texture that mimics the look of the mesh football jerseys.
The deliverables for this project were extensive—print, out-of-home, experiential, social media, and digital were all included.
- Print: All of the print needs for a college football gameday were required. These needs included three tiers of printed game tickets, several levels of VIP game credentials with printed guides for security staff, and parking passes for each parking lot.
- Out-of-Home: Digital and print billboards—to accommodate the various display locations—displayed across the Tampa Bay area.
- Experiential: Motion and static graphics for gameplay and promotional activities displayed across all stadium video boards and some during the live TV broadcast. Included were branded placeholder videos, frames for off-sized screens, motion wipes for events like touchdowns and replays, overlay bugs for penalties and reviews, and lower third graphics for promotional activities.
- Social Media: Graphics were created for profiles, organic posts, events, and paid social ads across Facebook, Instagram, and Twitter.
- Digital: Graphics for paid digital ads involved two stages. The first was general, branded ads that ran before teams were selected. The second focused on the matchup of UCF and Marshall. Digital print-at-home tickets for Ticketmaster also needed to be created.
- Photography: Photos for the game itself and all associated events adhere to established shot lists and photo styles. Lightroom filters applied in processing bring images from different shooters even closer together. An established mobile design process allowed photos to be processed and pushed out as social media content almost instantaneously.
- Live Social Content: Direction given to a team of social content creators kept video content relevant to the target demographic and visually on-brand.
This season-long project led to over 35,000 tickets sold—over 2,500 were directly through one social media campaign. The bowl's social media presence increased by 13% from the start of the season through game day, surpassing a 10% growth goal.