- branding
- Graphic Design
- signage
Spring Summit
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 problem
In 2023, I was in charge of creating all the signage for the Fiesta Bowl’s Spring Summit, a week-long networking and educational event for sports professionals nationwide. The challenge was twofold:
- The Brand Refresh: Maintain the overall Spring Summit brand structure and visual identity but update it so it felt fresh, new, and engaging for return attendees.
- Complex Stakeholder Management: Coordinate over 20 different event partners, all of whom required different asset types and specific brand representations.
the solution
To refresh the visual language, I proposed integrating a strong “sense of place” that celebrated the beautiful, iconic Arizona landscape where the Summit takes place.
- Arizona Iconography: I refreshed the branding by featuring distinct imagery of Camelback Mountain—a widely recognized Phoenix/Scottsdale landmark—and other beautiful Arizona cactus landscapes. This showcased the destination's beauty to those traveling from out of state and anchored the event in its local Arizona community.
- Organized Execution: To handle the multi-partner complexity, I developed a highly organized workflow to track different asset needs. This ensured every partner brand was represented with equal weight and visibility, adhering to their specific brand standards without compromising the overall Summit’s renewed visual look.
- The Result: The refreshed, place-based signage successfully updated the Summit's look for 2023, giving the week-long event a vibrant and cohesive environment while ensuring all 20+ partner organizations felt their brand was respected and prominently displayed.