When the Dallas Business Journal set out to refresh their 2024 Best Places to Work event, the ask was clear: make it feel new, make it feel big. The concept centered on college football — reimagining the event’s five award categories as “divisions” to bring a sense of competition, pride, and energy to the program. The original logo needed to stay in the conversation, but there was real room to evolve it into something with more presence.

From there, I designed a new sports-themed hero logo that honored the existing mark while giving it a boldness it hadn’t had before. Once the direction was locked, I built out a full visual system across all five divisions — one that felt unified but gave each category its own distinct identity within the larger campaign. Each of the five divisions was given its own identity within the system — a distinct badge, mascot, and color — giving companies and attendees something to rally around while keeping everything clearly part of the same league.

The deliverables spanned the full event ecosystem: digital and print advertising, social media content, email graphics, event signage, and a branded event-day presentation deck. The result was a cohesive campaign that brought the energy of game day to every touchpoint — celebrating the honorees and creating a live experience that felt worthy of the moment.