San Antonio Rodeo
The largest indoor rodeo in the United States, pulling 2 million visitors every year.
As the sole designer, I landed the pitch, produced all the concepts, collateral, brand guide, and trained the internal rodeo team to implement this campaign across over 200 deliverables.
Crafting a cohesive brand for millions of visitors
This project had two phases; First, secure the contract with the client by competing with other firms in an open design bid. Second, build out the brand and design all the collateral for delivery.
I created and iterated through multiple concepts for our pitch. These concepts were collected and presented in a leather-bound pitch book for review. Our team worked closely with key stakeholders in the Rodeo to choose a brand direction that fit their needs. As the sole designer on our team, I was responsible for leading and executing the campaign. To develop the chosen concept into a brand, we worked through several iterations with the client. We settled on a strong, readable brush font and a colorful photo treatment as the main brand elements.
200+ unique deliverables required a robust design system.
The brand needed to be versatile enough to apply to magazine ads, posters, print and digital billboards, social media marketing, in stadium videos, and broadcast commercials. Having a well-defined brand was essential in creating continuity and cohesiveness.
Planning for a brand that was easy for other designers to work with and recreate was essential. I provided photoshop templates, asset kits, a look guide, and instructional videos to make sure any designer could easily build in-house brand collateral.
From concept to crowd - lessons in scale
Designing for one of the largest rodeos in the U.S. pushed me to scale creative thinking across formats, and fast. With over 200 unique assets delivered, this project sharpened my ability to maintain brand consistency while keeping each piece fresh and engaging. It was a crash course in high-output execution, and one of the most rewarding projects I've owned end to end.
The result was an incredibly successful campaign that captured the spirit of the rodeo in a new, young, and refreshed way.
