Green Bay Packers
Sports entertainment
Branding
Web design
Marketing
Chicago
2018
My role focused on helping create the visual direction, user experience, and design system for a website that felt both historic and modern — balancing the nostalgia of the Packers’ legacy with a clean, engaging digital experience for today’s fans.
For the Green Bay Packers’ 100 Seasons celebration, I helped shape the overall creative vision and website experience for a digital destination that honored one of the most historic franchises in the NFL.
Challenge
Creating a digital experience worthy of 100 years of history. The Packers have one of the richest histories in professional sports, so the challenge was organizing a massive amount of content without overwhelming the user. The site needed to showcase decades of stories, iconic moments, uniforms, stadiums, players, and team milestones in a way that felt curated, emotional, and easy to explore.
Solutions
Established a strong creative vision rooted in legacy. I helped create a visual direction that treated the site like a digital museum and storytelling platform. The design leaned into the Packers’ history through bold imagery, structured content, strong typography, and a premium editorial feel. The goal was to make every section feel intentional — like part of a larger celebration rather than a simple archive.
The design focused on more than facts and statistics. It was built to highlight the emotion behind the franchise — the fans, the city, Lambeau Field, championship moments, legendary players, and the community-owned spirit that makes the Packers unique. The site became a way for fans to relive memories, discover stories, and feel connected to the team’s legacy.
