New Mexico United
Marketing Design

A brand launch's strength lies in its visual integrity, yet in the fast-paced sports world—and especially in the social media era—visuals must continually evolve to capture attention and convert viewers into ticket holders for upcoming games and seasons. How can brand standards be upheld without limiting creativity? Equally important for United's brand is how to bring the pillars of Art & Sport, local pride, and the 'best thing in New Mexico since ever' ethos to life in every piece of content and collateral. These questions guided every design project during my time at United. Balancing these considerations while addressing marketing KPIs, player announcements, partnership commitments, last-minute sales campaigns, and nonprofit storytelling was a central theme of my role

designing for social
The most consistent demand for flexing the brand's visuals came from producing content for social media. When I started as Brand Manager, I was the sole designer on staff, managing the company’s diverse design needs myself. I continued this approach for much of my time as Creative Director, overseeing social media to ensure messaging aligned with content, largely because hiring a designer wasn't prioritized while the organization navigated COVID. When we finally brought on a full-time designer, the demand for design work across the company kept pace with the added support, and I continued to contribute to social media design when needed. Some of my favorite designs emerged during this period, where the brand's following flourished through playful, experimental, and dramatic visuals that effectively communicated player news, team accolades, and milestones.
billboards
Billboards played a crucial role in United's marketing efforts during my tenure at the club. Our goal was to position United as the biggest event in New Mexico, ensuring visibility throughout the state. The messaging consistently reflected the club's core pillars and appeared in every major city and along key highways, blending images of supporters and players to evoke passion and pride.