BRAND DEVELOPMENT

This video walks through my brand development process for SoFi Stadium, which began far from a screen. I hit the streets to gather inspiration and imagery from the surrounding neighborhood, then got my hands dirty creating physical collage work on wood. I drilled the texture of the stadium’s exterior directly into the surface and layered photography and transparencies, purchasing the brand’s Pantone colors in physical paint to ensure authenticity. These tactile explorations were later translated into a cohesive digital toolkit designed to feel timeless, as if the venue had always been part of the landscape. A downloadable PDF of the final brand system is included below.