National Football League
Bringing the NFL experience to a global stage.
Art Direction / Environmental Design / Experiential Design / Graphic Design
National Football League contacted NOW looking for creative direction and concepts on the NFL International project. These concepts would be applied across a wide range of marketing and promotion materials.
Art direction: Night Owl Workshop, working with a local agency.
The challenge
Develop a bold visual direction for NFL International that could capture the energy and scale of American football as the league continued expanding its presence across Europe. The concepts needed to create an immediate sense of excitement and arrival for fans entering the game-day experience.
The approach
Working with a local agency, Night Owl Workshop art directed the look and feel for a series of environmental concepts designed for NFL International. He explored large-scale graphics, team and player imagery, bold typography, architectural treatments, and branded entry experiences that could translate across stadium entrances and a wide range of supporting marketing and promotional materials.
The result
A flexible experiential design direction that transformed the stadium entry into part of the NFL experience—building anticipation before fans ever reached their seats while giving NFL International a powerful, consistent visual presence for its growing European audience.
