Super Bowl XXXVII
San Diego, California
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An estimated 88.64 million total viewers watched all or part of the game. The game drew a national Nielsen rating of 40.7, and was the last Super Bowl held at QualComm Stadium.
Due to the swift approval of the design concepts, we were able to design, produce, and distribute the style guide early in the event process, allowing this event to be the most cohesively branded Super Bowl to date.
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To brand the stadium, event locations, and all of the supporting consumables (cups, souvenirs, tickets, graphics, etc.) for the NFL Super Bowl in San Diego. The general idea was to play off of the local sailing culture.
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10 months Ideate, Design & Production as Senior Graphic Designer & Onsite Art Director
Besides creating and developing the visual graphics, I produced the construction documents to send to our printing vendors, including qualifying local vendors. It was also my responsibility to design the installation manual for our laborers to use onsite.
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Research included understanding the location through in-person site visits. Understanding the football fan and corporate sponsors to best decorate and utilize spaces for the event.
Visually this event told the story of San Diego through coastal textures and colors in the well executed design, but the real story was the game. This was the first Super Bowl in which the league's number one-ranked offense (Raiders) faced the league's number one-ranked defense (Buccaneers). The game sometimes is referred to as the "Gruden Bowl", because the primary storyline surrounding the game revolved around Jon Gruden. Gruden was the Raiders' head coach from 1998 to 2001, and as a result of a trade then became the Buccaneers head coach in 2002. Super Bowl XXXVII is also referred to as the "Pirate Bowl", due to both teams' pirate-themed mascots.
