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
Large-scale digital and static signage maintained SEC’s visual identity throughout the stadium.
Custom-branded signage transformed partner hotel lobbies, creating a consistent experience for championship guests.
