BRAND

FANDUEL

CLIENT

SPORTFIVE

AGENCY

ROLE

LEAD CREATIVE

DESIGNER

YEAR

2026

I led the project from the creative side, overseeing everything from the event’s logo design to the final experiential touchpoint at the venue, guiding a team of designers throughout the process and reporting directly to the agency’s Creative Director for approvals. The challenge was to convey prestige and exclusivity for an event targeting high-level corporate clientele; the solution was developing a four-sided star concept, evoking a diamond, applied across three distinct experience levels. After iterating through various gradients and patterns, we landed on a unified visual language that carried through the entire journey from the venue’s front entrance (Terminal 5, NYC) to the third level with a deliberate shift toward a neon effect at the immersive entrance, while keeping the star as the throughline.