Missouri Thunder

I led the creative strategy and visual direction for Missouri Thunder, developing the brand expression for Bass Pro Shops’ new bull riding team. With an existing logo and a single rider image as the starting point, I guided a team of designers through identity refinement, messaging and creative execution across event environments, print, digital and promotional pieces such as branded vehicles and apparel. I worked with cross-functional partners and people close to the sport to inform our understanding of the audience and shape the creative direction. My role was to establish a cohesive vision and guide the team in translating it consistently across the initiative.