UPS
Miami Orange Bowl
THE ASK
Design a once-in-a-lifetime customer experience at the Orange Bowl in Miami that brings the UPS brand to life. The event needed to authentically reflect both Miami and the Orange Bowl atmosphere, foster meaningful connections between UPS hosts and guests, and seamlessly integrate the “United Problem Solvers” brand platform into the experience—all while delivering a standout moment for current and prospective customers.
My role
As Senior Art Director, I partnered with a copywriter to concept the event theme and bring it to life through a full suite of creative assets. I developed the mosaic illustration and overall visual system, ensuring brand alignment and delivering a cohesive, high-impact experience across every touchpoint.
THEME DEVELOPMENT
Miami is a mosaic of cultures.
Cuban. Honduran. Nicaraguan. South American. Miami is home to the highest proportion of foreign-born residents in the world. But these cultures haven’t blended—they live side by side, each proud of where they come from and where they are. Together, they create something vibrant, diverse, and uniquely beautiful.
At UPS, we solve our customers’ challenges through a mosaic of our own. Strategic expertise that brings ideas to life. A global network that connects local ambitions to the world stage. Human capital committed to their growth. Their knowledge of their market, combined with our understanding of the global one—all working in harmony to drive results.
That’s the Orange Bowl.
That’s Miami.
That’s United Problem Solvers.
The perfect team.
The perfect city.
The perfect company.
They’re all made up of individual pieces that don’t drown each other out; but rather stand proudly on their own. Pieces that when placed next to each other make a bigger and more beautiful picture. A mosaic.
A football team is a mosaic of talent. It’s the only sport where there’s a job for everyone. The big. The fast. The arm. The leg. The brain. The best teams use their individual talents to elevate each other’s strengths, and cover each other’s weaknesses.
NCAA Men’s College World Series
THE ASK
Create a meaningful customer experience at the College World Series that honors tradition while highlighting UPS’s commitment to innovation. The event needed to celebrate the heritage of Omaha, the NCAA, and the CWS, while positioning UPS as a modern solutions provider that blends trusted service with cutting-edge technology—proving that old-school values and new-school thinking can work powerfully together.
My role
As Senior Art Director, I partnered with a copywriter to concept the event theme and bring it to life through a full suite of creative assets. I developed the wall mural illustration that would help inform the visual direction of the event.
THEME DEVELOPMENT
Old school, new tools.
Some things just stand the test of time. There’s a history to them that can’t be ignored, and certainly shouldn’t be pushed out of the spotlight. The College World Series is one of them. It’s a sporting spectacle that’s been proud to be played in the same place for 66 years. The NCAA is another. They’re the organization that built the platform for every great college sports moment in the last century. Omaha is no different. The city has long embraced the ideals of the Nebraska State Slogan, “The Good Life,” by taking things just a step slower. UPS has their own proud history, one of exceptional service, customized client solutions and always answering the call.
But a proud history doesn’t have to come at the expense of new ideas and innovations. The College World Series made a bold move when they moved to their new stadium. The NCAA is investing in new research and technologies designed to help make student athletes’ lives better on and off the field. Despite its Midwestern appearance, Omaha is the home to five Fortune 500 companies, was named the top city to start a tech company by Inc. Magazine and is one of the central hubs of what’s been called “Silicon Prairie.” For UPS, being a service-first solutions provider doesn’t come at the expense of innovation, but rather because of innovation. We invest over $1 billion a year in developing the technology and solutions to help us provide better services and solutions to our customers.
We will prove to our clients at the College World Series that when it comes to merging old school service and new school ideas to help them solve problems, there’s no one better than UPS. In fact, there’s probably no better place to do so.
NCAA Men’s College World Series
THE ASK
Similar to prior years, our goal was to create a memorable UPS customer experience that highlights the power of partnership and problem-solving during the College World Series. The work needed to convey how UPS supports its clients behind the scenes—helping them see the big picture, anticipate needs, and execute with precision. Our creative direction, centered on “The Battery,” used baseball’s most essential partnership to underscore UPS’s steady, solutions-first approach to helping businesses thrive.
My role
As Senior Art Director, I partnered with a copywriter to concept the event theme and bring it to life through a full suite of creative assets. I developed the wall mural illustration and signage that would help inform the visual direction of the event.
THEME DEVELOPMENT
The Battery
At the heart of every baseball game lies a partnership—60 feet and 6 inches apart.
The pitcher focuses entirely on execution. Every ounce of energy goes into every pitch. They live in the moment. It’s all in their hands. The catcher sets them up. It’s all about putting the pitcher, and the team, in a position to win. They see the big picture. They solve problems that no one else sees. It’s a job that statistics can’t quantify.
The partnership between UPS and our partners is the same. Our steady hand, experience and solutions-minded thinking set up our clients to not just succeed, but reach for true greatness. They need someone they can trust to help them grow their business. They need someone who can give them the perfect solution for them each and every time. They need someone who has their best interest at heart.
There’s a reason they call it the battery. Strong teamwork, collaboration and execution between the pitcher and catcher can provide the charge that championship teams need—on the diamond or behind a desk.
That’s the power we can bring to your business. That’s the power of partnership. That’s the power of problem solving.
