NFL DRAFT

DETROIT ‘24

AD: Cameron Etheredge • Sr. GD: Phen Grant, Ayla Nucum, Rob Bourke • Illustration: Samy Halim

NFL Draft 2024 became the largest-attended Draft in history, drawing over 700,000 fans to downtown Detroit over three days. I spent over a year shaping the creative vision, from deep research and multiple site visits to months of development. I advocated for a bold Art Deco theme that was ultimately embraced by leadership, resulting in one of the most design-forward and successful events the NFL has produced.

Spirit of
Optimism

Inspired by Detroit’s bold Art Deco architecture, especially the iconic Guardian Building, we brought the city’s energy to life through color, typography, custom patterns, and stage design. From train wraps to the main stage, every element was crafted to feel seamless within the urban landscape.

TEAM PATTERNS

We designed each of the 32 teams’ custom patterns in 3 colorways, each containing hidden Easter eggs. These patterns ultimately led to the coolest design aesthetic that I’ve ever crafted in my career.

Sponsor Patterns for Verizon, Lowes, and Bud Light

HALIM x NFL ILLUSTRATION

We partnered with the talented French artist, Samy Halim, to create team illustrations. Our focus was geometric minimalist Art Deco + clean lines. Samy’s work perfectly encapsulates this vibe, and alongside our in-house illustrator, Brent McCarthy, we crafted an aesthetic that complemented the theme seamlessly.

View his process video on Instagram.

DRAFT EVE AT EASTERN MARKET

RED CARPET AT
FOX THEATER

WALKWAY + STAGE DESIGN

700,000

DRAFT FANS

Draft 2024 shattered records, drawing more in-person spectators over the three-day weekend than ever, the largest live Draft audience in NFL history. It also became the most-watched broadcast directly behind the Super Bowl to date.