Concept Ideation -
It’s About The Journey

For this project, I was part of a small team tasked with reimagining Dick’s Sporting Goods’ Clearance “Tent Events.” The brief came with familiar constraints: limited budget, fast turnaround, and the added complexity of execution across stores that hosted outdoor tents as well as locations that ran clearance events indoors. The solution needed to be flexible, cost-effective, and visually impactful across environments.

My process began with research into how brands create memorable moments with minimal resources. That exploration led me toward guerrilla marketing—unexpected, unconventional approaches designed to cut through visual noise and create immediate recognition without relying on scale or spend.

As a team, we made the decision to treat the event as its own branded experience rather than an extension of the store’s existing visual language. We developed a distinct identity system with its own logo, color palette, and supporting graphics. While the final logo was created by a teammate, I played a key role in shaping the overall brand system, visual direction, and how the identity would translate across physical spaces.

The creative solution centered on using stencils and chalk as a non-permanent, highly scalable way to generate impact. This approach informed the entire visual language—from signage and textures to wayfinding and environmental graphics. We produced stencil kits that could be shipped to stores, giving each location a consistent yet flexible toolkit to bring the event to life in a bold, playful way.

The concept proved effective enough to extend beyond the initial activation. The clearance event branding was adopted long-term and expanded into newspaper inserts, direct mail, and additional marketing touchpoints in subsequent years. More than a single campaign, the project demonstrated how a thoughtful creative process—rooted in research, collaboration, and resourceful execution—can transform a constrained brief into a lasting brand experience.