Dapper Labs - NFL All Day
brand lead; design
Bringing digital gridiron glory to life.
Bringing a product brand to life across app, web, and fan touchpoints.
NFL ALL DAY is a digital collectibles platform built with the NFL, where fans can buy, collect, and share iconic video moments from the game.
When I joined, the product had launched quickly, but the experience lacked a distinct and cohesive brand presence. The visual identity was underdeveloped, too closely tied to other Dapper Labs products, and not yet fully translated into the app or website in a way that made the experience feel unique, connected, or emotionally engaging for fans.
As Creative Director, I helped define the brand world and extend it into the product experience. I created foundational brand guidelines, then led a broader refresh built around the idea of the NFL’s greatest moments, digitized. From there, I worked across marketing and product touchpoints to ensure the brand was not just expressed in campaigns, but felt throughout the website and app experience as well.
This meant shaping a visual system that could create more consistency, energy, and immersion across the platform, from product surfaces to promotional moments. We refined the color palette, built a more ownable design language inspired by football iconography and digital motion, and created a system that helped connect brand and experience in a way that felt more intentional and enjoyable to use.
The result was a more distinctive and scalable product brand that brought greater cohesion to the platform and helped turn NFL ALL DAY into a richer, more engaging fan experience.
NFL ALL DAY SUPER BOWL EXPERIENCE.
The NFL ALL DAY booth experience was a dynamic, interactive space at the Super Bowl Experience held at the Los Angeles Convention Center. Designed to amplify fan engagement during one of the NFL's most high-profile events, the booth merged physical interactivity with digital innovation to create an immersive NFL-themed environment.
The booth featured a modern, engaging design with high-definition screens strategically integrated throughout the space. These screens changed according to visitors’ NFL team preferences and delivered personalized content—ranging from exclusive team highlights and interviews to tailored statistics and product demonstrations. This dynamic setup not only showcased the product in an engaging, interactive manner but also created a bespoke fan experience that resonated with each individual’s passion for their favorite team.
Booth highlights included.
Interactive Engagement:
Hands-on activities like quick-pitch challenges and digital displays showcasing NFL highlights and product.
Exclusive Merchandise & Giveaways:
Limited-edition NFL ALL DAY merchandise and fun games offering unique prizes.
Meet-and-Greet Opportunities:
Scheduled sessions with NFL personalities for personal interactions and fan engagement.
Memorable Photo Ops:
Themed backdrops and props to capture and share lasting Super Bowl Experience moments.
Outside the NFL ALL DAY booth, the "Royal Chair”, a striking throne crafted entirely from repurposed golden football helmets, served as a dynamic engagement hub at the entrance of the venue.
NFL players took turns sitting on the chair, signing autographs and sharing personal moments, while fans eagerly lined up outside the convention center for photo ops. This unique installation seamlessly blended NFL heritage with interactive fan experiences, enhancing the overall appeal of the event.
