Industry

Branding

Date

2024

All-Star Branding - A MLB Special Event

Stealing the Spotlight: An MLB All-Star Game Campaign

This project explores a speculative visual identity for the 2026 MLB All-Star Game hosted at Petco Park in San Diego. The goal was to create a cohesive event brand that balances the prestige of Major League Baseball with the culture, energy, and geography of San Diego.

This concept draws inspiration from Petco Park’s architectural forms, coastal influences, and the city’s vibrant sports culture.

A modular logo system and a flexible color palette were developed to ensure consistency across digital, environmental, and promotional applications. The identity is shown across merchandise, stadium graphics, and digital assets to show how the system holds up in a real All-Star Game environment.

The intricate use of design consistency and color splashed all throughout the park brings a new life and excitment to the event it's surrounding.

Overall, the project demonstrates the ability to build a complete event-driven brand system, one that is conceptually grounded, visually unified, and adaptable across multiple touchpoints to really hit the ball out of the park.