Highmark Health × Buffalo Bills
Designing for the people and traditions that make game day Buffalo.
Overview
From clearing the stands to welcoming fans into the stadium, game day in Buffalo is built by the people who show up.
These Highmark and Buffalo Bills projects bring that spirit to life through the Snow Shoveler’s Guild, the stadium tunnel wall and a proposed Dibz affinity program.
01 / Snow Shoveler’s Guild
In Buffalo, game day starts long before kickoff. When snow covers the stadium, people show up with shovels and get to work.
The Snow Shoveler’s Guild celebrates that spirit with an identity and a set of keepsakes made for the people who help make game day possible.
02 / Tunnel wall
At Highmark Stadium, the approach is part of the experience. The tunnel wall brings together Buffalo history, fan traditions and the energy of the Bills in a visual welcome at stadium scale.
Bold graphics and familiar team language connect Highmark’s presence to a place fans know and love.
03 / Dibz by Highmark
Dibz is a proposed Highmark affinity program that brings Buffalo Bills fans together through the team they love—and invites them to make health and wellness part of that connection.
Built around exclusive access and shared experiences, the concept combines fan-focused perks with opportunities to take part in healthy activities.
A versatile Dibz wordmark connects Highmark and the Bills across program communications and experiences.
The affinity program
The proposed program connects Highmark’s commitment to health with the passion and community of Bills football. Members and prospective members could engage through activities like screenings and step challenges, alongside team-related perks and experiences.
A spirited identity—script wordmark, star graphics and Bills colors—ties together proposed welcome cards, premium merchandise and a VIP game-day experience.
Fan culture, shared rituals and the energy of game day set the tone for the program.
Expressive script, athletic type and star graphics give Dibz a look that can flex across touchpoints.
Typography
Color palette
A proposed welcome card introduces members to Dibz and the wellness activities and fan experiences at its heart.
A patterned duffel concept carries the Dibz identity into a useful, fan-focused giveaway.
A proposed game-day entrance brings the identity to life at a fan experience.
Dibz merchandise and experience concepts / Visualizations
The result
