Tennessee Titans | Nissan Stadium Rebrand

Role: Concept Lead & Experiential Creative Director
Focus: Stadium Rebrand • Structural Signage • Sports Identity • Live Environment Transformation

The Tennessee Titans and Nissan partnered on a multi-year stadium rebrand to transition the venue from its previous sponsor and establish Nissan Stadium as a permanent symbol of the franchise. With Nissan being one of Tennessee’s largest employers—and a direct competitor within the regional automotive landscape—the rebrand carried both cultural and business significance.

I led the creative vision and implementation of the stadium’s first major physical transformation: the Nissan Stadium exterior signage system. The creative and engineering challenge centered on installing massive illuminated letterforms onto both sides of an aging stadium structure while accounting for wind loads, thermal movement, long-span vibration, and even seismic activity.

To solve this, we collaborated on custom-engineered floating bracket systems that allow the signage to flex and shift with the stadium itself—maintaining structural safety without sacrificing visual impact. The illuminated letters activate the stadium as a living icon at night, capable of shifting color to celebrate team moments, civic pride, and major causes such as Breast Cancer Awareness Month.

The result is a permanent, city-scale brand landmark that anchors the Titans’ identity, activates civic emotion, and transforms the stadium into a dynamic storytelling surface visible across downtown Nashville.

Fanatics | Large-Scale Fan Experience Concept Development

Role: Concept Lead & Experiential Creative Director
Focus: Multi-Sport Fan Experience • Immersive Environments • Large-Scale Activations • Cultural Event Visioning

I was part of the early creative development for a large-scale, multi-day fan festival described internally as the “comic-con of sports.” My role focused on designing high-impact experiential environments that blended athletic culture, fan immersion, and retail storytelling into one unified event platform.

I developed numerous flagship concepts, including a full-scale hockey rink experience, larger-than-life retail environments, interactive zones, and modular spaces designed to adapt across sports, leagues, and fan demographics. The work emphasized spectacle, shareability, and cross-category engagement — all key to building a live experience that feels both premium and culturally electric.

This project deepened my understanding of how Fanatics approaches fandom at scale: creating spaces where athletes, collectors, brands, and fans collide in ways that are emotional, photogenic, and memorable. It also reinforced my passion for designing live moments that move beyond event design and into true cultural gathering spaces.

Schaefer Outfitters | Nashville Market-Test Pop-Up

Role: Concept Lead & Experiential Creative Director
Focus: Retail Transformation • Market Testing • Brand Immersion • Spatial Reprogramming

Schaefer Outfitters partnered with our team to launch a Nashville pop-up as a real-world market test for their apparel line. The selected location—an abandoned pizza restaurant in one of the city’s most high-traffic districts—presented major spatial challenges, including a deep U-shaped footprint originally designed for food service flow, not retail.

I led the creative strategy and spatial reprogramming of the site, transforming the former restaurant into a fully realized brick-and-mortar retail experience. The environment was reimagined to shift guest behavior from transaction to exploration—guiding product discovery, brand storytelling, and dwell time through intentional layout, graphic systems, and material transitions.

The result was a immersive retail destination that allowed Schaefer to test product resonance, customer behavior, and brand positioning in a live Nashville marketplace—proving viability for future permanent locations.