The Southeastern Conference (SEC) is one of the most prominent collegiate athletic conferences in the United States, known for its competitive excellence across multiple sports, particularly football.
This project involved designing and producing large-scale event branding for the 2024 SEC Football Championship at Mercedes-Benz Stadium. Collaborating with the SEC and my Creative Director at CSE, I led the creation of impactful signage across multiple venues, including the stadium and partner hotels — Marriott Marquis, Signia, and Hyatt Regency.
✧ Challenges & Approach
This year’s project was unique due to the SEC’s divisional changes, which eliminated the East vs. West format. This meant faster turnaround times and additional coordination to ensure all brand guidelines were followed for the SEC, participating teams, and sponsors across multiple locations.
I began by collaborating with our Sales Manager and Creative Director to gather all necessary measurements, venue images, and a comprehensive list of required signage. We worked directly with the SEC business team to ensure clarity and accuracy. From there, I played a key role in building a pitch deck (not included due to confidentiality) and developing streamlined templates for faster design approval.
✧ Execution & Impact
My role included leading the design and layout process, ensuring brand consistency, and optimizing template creation for quick approvals. This allowed us to produce and install all signage efficiently, maintaining the quality and impact expected at a championship event.
The final designs included directional signage, concourse displays, VIP sections, and lobby displays, all maintaining the SEC’s visual identity while adapting to the distinct character of each venue.
The 2024 SEC Football Championship was a success, with immersive branding that elevated the fan experience. From stadium entryways to hotel lobbies, the visuals delivered a consistent, high-impact experience for attendees.
Project Scope
✧ Concept Development
✧ Signage Design & Layout
✧ Multi-Venue Coordination
✧ Brand Compliance (SEC, Teams, Sponsors)
✧ Template Creation for Faster Approvals
✧ Large-Scale Print Production Oversight
Stadium-wide branding for the 2024 SEC Football Championship at Mercedes-Benz Stadium, including sponsor integration, team signage, and tunnel takeovers.
Freestanding branded bannerstand placed throughout fan-access areas(SEC Fanfare) to highlight sponsor partnerships and event messaging.
Overhead branded banner designed for visibility across concourse walkways, featuring sponsor integration and SEC Fanfare branding.
In-game fan environment with field-facing branding on stadium railing.
Branded tunnel takeover at kickoff — custom team signage, sponsor elements, and quadfold displays shown during player entrances.
Proposed hotel signage design(mockups) for SEC staff and guests, focused on immersive branding and cohesive fan experience across event locations.
Signia by Hilton hotel entrance branded with SEC 2024 Football Champion welcome banner.
Hotel hallways lined with branded bannerstands featuring team and event logos.
SEC tagline banners utilized throughout hotel areas with fan access and entryways.
SEC branded window perforation and vinyl used in various hotel entrance and exit door areas.
Additional SEC branding (vinyl) in the hotel check-in and check-out areas.
