VISA @ The 2024 super bowl
2024, 12 Weeks
Custom Merch, NFT Technology, and Super Bowl Activation
Delegated by Canary Marketing LLC @canarymarketing
Challenge:
Visa aimed to deliver a memorable, interactive gift experience for their VIP guests at the 2024 Super Bowl. The challenge was to design a custom backpack that not only functioned as a practical, high-quality gift but also integrated innovative elements like NFC technology, creating an engaging, personalized experience for each guest. The design had to be both on-brand and sophisticated, with careful attention to details like material choices, functionality, and interactivity, all while aligning with Visa's premium image.
Role:
As the lead designer, I was responsible for conceptualizing the custom backpack design, which included the layout, compartments, and choice of materials, as well as designing the NFC chip functionality. I collaborated closely with Visa’s marketing team to ensure that the backpack, along with the personalization experience, felt seamless and engaging for each guest. I also worked on creating templates for the on-site activity that allowed for personalized designs to be added in real time, elevating the guest experience.
Impact:
The final product was a huge success, the custom backpacks being the standout feature of Visa’s Super Bowl activation. The NFC chip integration created a unique, interactive element that allowed for personalized engagement with the gift and the event itself.
The project not only reinforced Visa’s brand as a leader in customer experience but also showcased the power of blending physical products with cutting-edge technology to create lasting memories.
Deliverables:
Custom Backpack Design, utilizing football jersey material for a sporty, high-end feel
Custom Zipper Pulls designed with Visa’s brand mark and football leather material for a branded touch
Custom Inner Woven Tag with embedded NFC chip, leading to a production video to enhance the interactive experience
Personalization Illustrations for on-site activation, allowing guests to engage with the experience
GIF for the Opening Page of NFC Chip Scan to create an engaging, visual introduction to the interaction
Skills:
Product and merchandise design
Interactive and experiential design (NFC chip integration and engagement)
Custom illustration
Cross-collaboration with marketing and production teams for seamless execution
Branding and design adaptation across physical and digital touchpoints
Creation of custom hardware (zipper pulls, inner tags)
Digital asset creation, including GIFs for interactive user experiences
Tools:
Adobe Illustrator
Adobe Photoshop
