LA Coliseum Centennial

Client

University of Southern California (in-house)

Role

Creative Lead/Art Director

Opened in 1923, this world-renowned stadium has been the backdrop for countless historic moments, including two Summer Olympics (with LA28 on the horizon), two Super Bowls, and six Presidential appearances. In addition to hosting USC football for a century, it has served as home to the LA Rams, Chargers, and even the Dodgers. From The Rolling Stones and Bruce Springsteen, who have held sold-out concerts, to Bad Bunny and Alicia Keys, who have featured the Coliseum as a central backdrop in music videos and recorded performances, the stadium continues to expand its iconic roster. 

As Creative Lead, I directed and contributed to the design of the Coliseum’s branding and marketing materials for the centennial celebration. Building on the established centennial logo and color palette, I led the team in expanding the brand kit to showcase the stadium’s rich history, from renowned events and teams to lesser-known moments. The rounded rectangular framing device, though simple, draws inspiration from the commemorative bricks of the new Legacy Brick Walkway. Just as the Coliseum holds countless stories from its past and present, it also preserves the personal memories of fans and event-goers.

Identity / Ad Campaign / Out of Home / Merch Design / Social