NFL ALL DAY
Overview:
NFL ALL DAY is Dapper Labs’ officially licensed NFL digital collectibles platform, built around iconic plays, players and moments from the game.
As Creative Director, I shaped NFL ALL DAY from an emerging product into a connected brand system built to live across culture, product and fandom. I led the evolution of the identity and creative direction across brand, campaign, content, digital and experiential, while building the multidisciplinary design team and systems needed to support it at scale.
The work ranged from a full brand refresh and guidelines to launch campaigns, player storytelling, motion, product experiences and a major Super Bowl activation. Across it all, the goal was to create a distinctive expression of NFL culture that could flex from screen to stadium without losing its character.
Role:
Creative Director
Client:
Dapper Labs
Year:
2022
Agency:
Dapper Labs
When I stepped in as Creative Design Director, the NFL All Day brand was at a crossroads. Launched at warp speed, it got off the ground, but barely. The visuals were too close for comfort to its Dapper Labs siblings, with no guidelines, no vision, and no consistency. It was like a football team without a playbook, or even matching jerseys.
I went on a mission to evolve the existing brand to become even stronger, resonating deeply with our growing audience. Our objective was to inject clearer storytelling, leaning into fandom and moments of greatness, tying the visceral game of football and our product closer together.
I completely reworked the brands visual narrative.
We streamlined the colors, spotlighting the teams and players who make the NFL unforgettable. We wove in shapes inspired by digital meshes and football iconography. The result was a bold new visual language that didn’t just look good but worked seamlessly across marketing and product teams.
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.
