I led the creation of the 2025-26 Indiana Pacers campaign visual concept and style guide, including designing the campaign's signature wordmark: Yes 'Cers.
The creative challenge was clear. How do you design a mark that stands completely on its own without relying on the Pacers logo, yet still feels undeniably part of the brand? The Yes 'Cers lockup answers that by anchoring the mark with a stylized basketball that subtly nods to the Pacers' core visual DNA. The apostrophe, replaced by the Indiana state silhouette, acts as both a graphic easter egg and a reaffirmation of our roots. Every element was intentional, designed to feel fresh, fan-first, and culturally connected, while staying grounded in the visual language of Indiana basketball.
The campaign system built from that wordmark extended across social, in-arena, out-of-home, and broadcast, ensuring a unified identity from the biggest screens in the building to the smallest moment in a fan's feed.
