NFL Draft Experience
Creating a city-wide brand experience for Highmark during one of Pittsburgh's biggest events.
The 2026 NFL Draft presented Highmark with an opportunity to welcome more than one million visitors to Pittsburgh. Rather than simply decorating the headquarters, the goal was to demonstrate that Highmark is deeply invested in the communities it serves—a health company that shows up through culture, wellness, and shared experiences. Every graphic was designed to celebrate the energy of the city while reinforcing Highmark's role as a trusted community partner.
Graphic Language
With the story established, I developed a visual language inspired by the Draft's vibrant pop-art aesthetic. Bold typography, energetic color, layered graphics, and custom iconography created a flexible design system capable of working across dozens of physical applications.
Visual System
Before designing final assets, I assembled the core components into a unified visual system. This allowed every banner, sign, mural, and environmental graphic to feel connected regardless of scale or placement.
Execution
The visual system was translated into a comprehensive environmental branding program spanning Highmark's headquarters. Each application balanced visibility, wayfinding, and brand storytelling while creating an engaging experience for visitors throughout the campus.
Impact
The final installation transformed Highmark's headquarters into a vibrant destination during Draft week, welcoming visitors with a cohesive visual experience that celebrated Pittsburgh, football culture, and Highmark's commitment to healthier communities. Seeing the work installed at full scale demonstrated how strategic design can extend beyond graphics to shape memorable brand experiences.
