UPS 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.
