Concept Ideation -
It’s About The Journey

For this project, I was part of a small team tasked with elevating the Clearance “Tent Events” for Dick’s Sporting Goods. With a limited budget, a fast turnaround, and the added complexity that some stores hosted outdoor tents while others kept clearance indoors, we needed a solution that was both flexible and impactful.

Research & Inspiration
I began by researching how brands execute memorable campaigns with minimal resources, which led me to explore guerrilla marketing—surprising, unconventional tactics that leave a lasting impression.

Event Branding
Together, our team decided to create a distinct brand identity for the event, separate from the store’s main look. This included a dedicated logo, color palette, and supporting graphics. While the chosen logo was designed by a talented teammate, I contributed heavily to building out the brand system and visual direction.

Creative Solution
I was drawn to the idea of using stencils and chalk as a cost-effective, non-permanent way to create buzz. This chalk aesthetic extended into the signage system, texture treatments, and overall visual language. We developed stencil kits that were sent to stores, giving each location a way to bring the event branding to life in a bold, playful, and scalable way.

Results
The concept proved so effective that the clearance event branding was adopted long-term, appearing not only in-store but also in newspaper inserts, direct mailers, and more in subsequent years. This project highlighted how a thoughtful creative process—grounded in research, collaboration, and resourceful execution—can turn a tight brief into a lasting brand experience.