I led the creation of the 2024-25 Indiana Pacers campaign visual concept and style guide, including designing the Yes 'Cers wordmark that would anchor the campaign's identity.
The 2024-25 season carried real weight. Coming off an Eastern Conference Finals run that nobody saw coming, this team had gone from a pleasant surprise to a genuine contender. The visual direction had to reflect that shift. This wasn't a scrappy underdog story anymore. This was a team that had earned its confidence and wasn't apologizing for it.
The campaign system was built to carry that energy across every touchpoint, from social to in-arena to broadcast. Bold typography, a clear visual hierarchy, and a wordmark designed to stand on its own without leaning on the Pacers logo. A system built for a team that no longer needed to introduce itself.
