Billboards
VEGAS BOULEVARD
It was an honor to promote The Athletic in Las Vegas. The project involved close collaboration across multiple levels of the team, including my manager, the vertical director, and the creative director. While balancing several perspectives presented challenges, the process ultimately strengthened the final outcome. By applying clear leadership and thoughtful decision making, I guided the project to a successful delivery that met the deadline and satisfied all stakeholders involved.
INITIAL CONCEPTS
The initial concepts explored the horizontal space to create a sense of motion across the unique billboard format. Ultimately, the Vertical Director and Creative Director chose a more restrained and somber direction.
FINAL DESIGNS
After several weeks of collaboration with stakeholders, the final design was approved. Seeing the billboard live in Las Vegas was an exciting moment for everyone involved.
For the Boulevard placement, the letter A was required to wrap around the corner, creating a challenging and visually engaging design format.
BRAND BUILDING
I started chatting with the engineers, sales and even finance folks about what were the key values of Ezoic. Words like “Badass” or “Get Sh*t done” were always at the forefront. I narrowed their voice with the following statement: Formidable Data Architecture and Decisive Execution.
EZOIC’s VOICE
Once the research and identity were completed we started ideating the different ways in which Ezoic should be perceived as: A Platform for Publishers where they can innovate.
Finding the story from the inside
BRAND SYSTEM
Following the definition of our purpose, I explored various forms to visually represent the intersection of data architecture and decisive execution. Initial concepts utilized circles to signify completeness and diamonds to convey security. However, the definitive breakthrough came from a shift toward angled data blocks.
By integrating these modular forms with the original logo, I developed a sophisticated visual system that reflects the intentionality of performance. This direction captures a sense of perpetual momentum, emphasizing a brand that is constantly moving forward and upward.
Social Media POSTs
While paid social plays an important role, a strong organic social media presence is essential to building a brand. Below are examples of high performing social media posts across Facebook, Instagram, and Snap.
Paid Social
At The Athletic, one of the primary challenges was promoting sports coverage in an innovative way while avoiding the use of athlete likenesses in paid advertising, as this would create legal concerns related to profiting from athletes. Through research, I identified that presenting a promotional offer helped drive user interaction, and that athlete imagery could be used when directly tied to editorial content. By ensuring all likenesses were presented in an editorial capacity, the campaign remained compliant. In certain instances, this approach resulted in a performance increase of twenty five percent.
