I led graphic design direction across the full program, which evolved significantly over multiple seasons. The first phase covered 12 teams with a foundation of graphic tees and tanks, available at all Pacsun doors nationwide and online. As sell through validated the program, the creative brief expanded moving into cut-and-sew construction, technical denim, heavyweight fleece, and jersey programs. Each season built on the last, with new fabrications and more complex graphic systems that pushed well beyond standard NFL style guide treatments. I developed custom typography and illustration systems for each franchise, treating every team's heritage as its own design brief rather than a logo placement exercise.
Across the full NFL program, this work represents the complete arc of a licensee relationship: building trust through consistent commercial performance, earning the creative latitude to push into more ambitious territory, and ultimately delivering a marquee capsule that could stand on its own as a collector's piece.
The program culminated in an exclusive Super Bowl throwback capsule arguably the most creatively demanding work in the partnership. The brief was to design into specific historic Super Bowl games across multiple decades, with the challenge of making graphics that felt period-correct rather than simply retro-styled. I studied archival Super Bowl merchandise, broadcast graphics, and era-specific typography to reconstruct visual languages that matched each decade authentically distressed plastisol printing, aged color palettes, and layouts pulled directly from original game merchandise. The result was a capsule that felt like genuine vintage sportswear, spanning tees, crewnecks, and hooded fleece.
