NFL

SKILLS

Art collaboration for brands

Artistic direction

Cultural & Brand Partnerships

Shaping the Draft of the US National Football League

The 2024 NFL Draft in Detroit was more than an event : it was a landmark cultural moment. Attracting over 600,000 attendees across four days, it turned the city into a living stage where architecture, design, and sport converged. Conceived as a unifying identity across teams, players, and environments, the project established a bold visual language that resonated on stage, on screen, and in the streets, engineered to perform at the scale of one of the world’s most-watched sporting spectacles.

Where the game meets the city

With custom team illustrations by the artist Samy Halim, stylized mascots, and key player artworks, the visual identity drew from Detroit’s Art Deco heritage and geometric precision. Deployed across stadiums, broadcasts, and fan experiences, it transformed local culture into a nationally celebrated spectacle, achieving record-breaking attendance and unmatched engagement. This edition of the Draft redefined how sports, design, and city identity intersect, an unforgettable landmark moment setting new benchmarks in scale and ambition.