Elevating Fiserv Forum into a Premier Arena Destination
CREATIVE LEAD DIRECTED BRANDING & OPERATIONS
The Challenge
Fiserv Forum was underperforming with ~80 events annually. Competing against Chicago venues required positioning Milwaukee as a must-play stop for entertainers and a luxury experience for fans, while keeping costs attractive to talent.
As Creative Lead, I directed branding, design, and experiential strategy, leading the team responsible for all arena-wide creative output, from identity and signage to artist experiences and booking presentations.
Leadership Role
ARENA BRANDING & DESIGN SYSTEM
Directed full creative identity, signage, decor, and look-and-feel
BOOKING & SALES COLLATERAL
Premium decks, physical vinyl booklet, and tactile pitch materials that stood out in the industry
GRAPHICS PIPELINE
Built intake process for all venue design needs
EXPANSION
Supported the planning and visualization of a new 4,500-capacity concert hall next to Fiserv Forum
150% Event Growth
Through more strategic creative, the arena increased its events from 80 to 200+ annually
Ranks in the Top-25 U.S. Arenas
Consistently ranked in the Top-25 U.S. Concert Arenas for Gross Revenue
Hosted 110+ Major Concerts
Featured sold-out shows from Elton John, Dua Lipa, Zach Bryan, The Eagles, and more
More Cost-Effective
Offers more savings for performers and fans compared to Chicago and nearby markets
National Event Hosting
Hosted events attracting 100K+ fans and creating $321M in economic impact
Results & Takeaway
Increased bookings, consistent sellouts, and a reputation that positioned Milwaukee as a top-tier national entertainment destination.
I played a key role in transforming Fiserv Forum into a destination arena by elevating branding, design systems, and the overall experience for both artists and fans. My contributions helped align visual identity and user experience with the venue’s strategic growth goals.
Turning Memphis Basketball into a Community Hub for Dogs
GRAPHIC DESIGN MANAGER PLANNING, BRANDING, AND EXECUTION LEAD
The Challenge
Memphis faces one of the largest stray dog populations in the country, with roughly one stray for every 30 residents. With nearly half the city owning a dog, the Memphis Grizzlies and Memphis Hustle saw an opportunity to support local shelters while deepening fan engagement.
As Graphic Design Manager and lifelong dog lover, I took the lead on dog-themed initiatives so our director could focus on top projects. We built programs that raised money, drove adoptions, and became some of the teams’ most popular nights and traditions that continue today.
Leadership Role
ADOPTABLE PET NIGHT
The Memphis Grizzlies featured several local shelter dogs on the concourse and in the arena, offering adoption and fostering opportunities, hosted a halftime race, and supported rescues while connecting with the community.
HUSTLE & HOUNDS
The Memphis Hustle allowed fans to bring their dogs, hosted a halftime runway, and had themed jerseys with fan-submitted dog photos. Jerseys were signed and auctioned for local shelters, and even earning national recognition.
DACHSHUND DASH
The Memphis Grizzlies hosted an annual halftime dachshund race so popular it required qualifying rounds hosted at their minor league team, the Memphis Hustle, and quickly became a beloved fan-favorite tradition.
Creative & Brand Execution
Directed full LED arena graphics, social campaigns, and giveaways like bandanas, bowls, leashes, collars, and more.
Styled and directed photoshoots of dogs, players with dogs, and owners with dogs for marketing and shelter use.
Coordinated with Memphis Animal Shelter and ALIVE Animal Rescue, and more to feature adoptable pets and raise funds.
Ticket Growth
Dog-themed nights consistently triples typical single-game ticket sales
Adoptions & Fosters
Over half of the featured dogs were adopted or fostered, and shelters saw more donations
Program Expansion
Hustle & Hounds grew from one-night to multiple and the Dachshund Dash drew record entries
National Recognition
Hustle dog jersey featured on official league channels and online ranking lists
Sustained
Impact
All initiatives remain on the Grizzlies and Hustle game-day calendar and continue to grow
Key Takeaway
By combining creative design, community partnerships, and fan engagement, I helped transform Grizzlies and Hustle dog-themed nights into high-impact events that raised funds, boosted adoptions, and tripled ticket sales — cementing the teams as leaders in innovative community programming.
Driving Record All-Star Voting & Engagement for Milwaukee
GRAPHIC DESIGN MANAGER CREATIVE CAMPAIGN EXECUTION & PLANNING LEAD
The Challenge
The Milwaukee Bucks wanted to maximize fan voting for the 2024 NBA All-Star Game while highlighting the team’s deep ties to basketball in Indiana, the host state. With multiple perennial All-Star candidates, the challenge was to create a campaign that felt uniquely “Bucks,” celebrated local art culture, and cut through a crowded league-wide push for votes.
As Graphic Design Manager, I collaborated with internal teams, artists, and partners to develop and execute a comprehensive campaign across in-arena, digital, and community spaces that boosted votes and fan engagement. This effort culminated in multiple All-Star starters, trophies, and record-breaking impressions.
Large Audience Engagement
Nearly 500 pieces of content delivered, 89M+ impressions, 4.6M+ engagements, and $2.9M in media value added
High Digital
Conversations
Drove thousands of app and website visits with a 46% conversion rate and strong confirmation click-through rate
Global Multi-Channel Reach
Extended visibility across broadcast, outdoor, and digital channels, engaging audiences in 51 countries
Community & Cultural Impact
Partnered with a local gallery to showcase art and secure national media coverage, blending brand and community
Leadership Role
CAMPAIGN CONCEPT & VISUAL IDENTITY
Led creative direction for a bold, multi-channel campaign inspired by iconic pop-art aesthetics. Built a layered visual system with distinctive textures, typography, and color strategies to unify print, digital, and experiential touchpoints.
DIGITAL & GLOBAL ENGAGEMENT
Created cohesive digital experiences and led multi-channel campaigns (email, SMS, social) achieving 40%+ open rates, 41% conversion, and 23% CTR. Produced high-impact content, managed influencer partnerships, and executed international activations and localized campaigns across global markets.
EXPERIENTIAL & IN-ARENA ACTIVATIONS
Designed and produced immersive brand experiences including pop-up installations, environmental graphics, and full-venue takeovers across multiple high-traffic events. Oversaw premium gifting and personalized collateral to deepen audience connection.
STRATEGIC IMPACT
Directed the creative strategy for a major “last-push” voting initiative, orchestrating celebrity and influencer participation to deliver record engagement and achieve a competitive conversion goal ahead of deadline.
Key Takeaway
By uniting Milwaukee’s basketball heritage with bold design, multi-channel activations, and global outreach, I helped lead a record-setting All-Star campaign that drove millions of impressions, boosted fan voting conversion rates, secured two All-Star starters, and delivered multiple trophies, cementing the Bucks’ presence as a creative leader in league-wide fan engagement.