The Fiesta Bowl puts on the Spring Summit every year, where sports professionals come from around the country to network and learn about becoming more involved in the sports community. In 2023, I was in charge of creating all the signage for this week-long event.
The challenge with this project was keeping the Spring Summit overall branding the same, but updating it to look fresh and new. Because Fiesta Bowl is so firmly rooted in Arizona and is involved in the Arizona community, I decided to bring more Arizona into the branding, particularly because I wanted to showcase it’s beauty to those who were traveling from around the country.
This manifested in imagery around Camelback Mountain, a mountain both Phoenix and Scottsdale are known for, as well as imagery around the Arizona landscape, such as cacti.
Another challenge I faced was the multitude of partners. There were over 20 partners, all of whom had different asset needs. Staying organized and ensuring all brands were represented equally and within their own brand standards were other things to consider.