San Francisco Giants co-brand identity
Cruise was a sponsor for the Giants in 2023. I had the exciting opportunity to spearhead the creation of event activations, branded swag, and a cohesive brand identity to unify the overall experience. This encompassed game day activations in prominent areas like Willie Mays Plaza and the 415 section, along with a permanent display area.
Notably, the Cruise patch generated over $4.2M in publicity value through online and print media (excluding social). On social media, the patch garnered 3,034,449 impressions and 101,175 engagements (posts, likes, retweets), contributing to a successful and impactful campaign.
Skills: Art Direction, Design, Presentation, Event Activations, Event Identity
Software: Adobe Illustrator, Photoshop
For the Giants sponsorship patch, I integrated it with the team's brand by using the stadium and Giants color palette. The design reflects the stadium's architecture and incorporates a sunset merging Cruise's colors with the Giants' orange. This approach aimed to offer a co-branded experience and elevate the typical sponsorship logo. In the City Connect jersey, I simplified the design, so it wouldn’t detract from the established jersey design.
Jersey arm patch + City connect patch
Die-cast car giveaway
Be your own baseball card - activation
Game day swag giveaways
Sticky strike board - activation
Paid advertising - banner ads
