NFL
brand designer
Role
Creative Concepting, Campaign Branding, Graphic Design, Marketing/Advertising
Programs
Figma, Adobe Photoshop
Team
Ethan Arteaga, Kaylene Son, Linda Zhao, Tina Zou
Context
UC Berkeley's chapter of the American Advertising Federation, imagiCal, is a nationally ranked, award-winning creative strategy agency and competitive marketing team. This year, we took on a passion project of developing an end-to-end marketing campaign concept for the NFL.
Overview
The youth and NFL don't see eye to eye.
The NFL recognizes a growing crisis among the youth. With mental health struggles, a lack of safe spaces, and an urgent need for belonging, the NFL has been launching programs to support youth health and wellness. However, its brand is universally associated with entertainment, masculinity, and competition, which overshadow their efforts and make them seem unapproachable and unrelatable.
“Beyond The Game” aims to bridge the gap between what the NFL does and how it’s perceived, reframing the league from just a competitive sport people watch to a community people genuinely belong to.
Branding & Designs
Campaign Style Guide
Photography Direction
Plansbook
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