I joined StubHub as the lead Senior Visual Designer, working closely with the Creative Director and Art Director, to create key artwork for marketing and branding campaigns. Work often included Digital, Print, and Out of Home assets for Brand + Marketing.

As lead designer, I was responsible for the concept and creation of key artwork and branding for initiatives and major campaigns. Working closely with the Brand, Events, Partnerships, and UX teams, I was tasked with creating artwork that would extend the StubHub brand throughout a range of customer touch points and experiences. I was also heavily involved in art directing any creative that was outsourced to our partnering agency, Duncan Channon, in San Francisco.

Brand graphics were typically designed and created for either digital or print applications, and would appear in stadium sponsorship placements, on-field LED perimeter advertising systems, ticket pickup offices, OTT advertising, digital advertising, emails, landing pages, and much more.

Company
StubHub (2013-2014)

Role
Senior Visual Designer for Brand + Marketing

The SubZero Experience

The StubHub SubZero Experience was a hospitality event for customers who purchased their Super Bowl tickets through StubHub. The event is the biggest hospitality event of the year, and hosts more than 10,000 customers each year.

For the 2013 event, I was assigned a lead designer role, to spearhead the branding and Identity of the event, while working closely with the marketing team to create a landing page experience that could double as a hub for a customer needing their purchase information, and also as a tool to entice customers to buy through StubHub. Some goals of the campaign were to:

Build Brand Affinity, Drive Preference, and Enhance Loyalty for future purchases
Add value to the Super Bowl experience by delivering a premiere ticket pick-up experience
Extend the brand design in its existing look & feel
Infuse the theme of Cold Outdoor Super Bowl to the whole event

I was primarily responsible for the branding and identity of the actual event, as well as the landing page hub, print collateral, decoration, t-shirts, etc. Measures of success included overall Customer Engagement, Participation Rate of Activations, Fan Rewards membership, and GTS (Gross Ticket Sales). Other metrics were tracked, such as Social Media participation before, during, and after the event, as well as Repeat Purchase Rate.

Event Logos

Primary Campaign Logo

Pre-game Event Logo

Digital Assets

Event Recap

Event Photos

Results

Fans had high praises for the experience, and it would go on to become the most successful Super Bowl event ever for StubHub. The successful partnership between event marketing and brand marketing became a blueprint for the event’s following years.

Merry TixMas

The "Merry Tixmas" Campaign was the featured holiday 2013 identity for StubHub.com and StubHub.co.uk. As lead designer, my task was to create a unified look and feel that would translate across all marketing channels, and create an interactive experience on our site, and the art direction of an external agency on the development and implementation of the page onto the StubHub infrastructure.

The holiday campaign consisted three versions of a landing page with interactive animations, web banners, emails, and print collateral. The multiple versions were used for A/B testing, and also to signify key milestone dates within the campaign. Measures of success included:

Gross Ticket Sales
Number of and revenue from Wish Lists created
Increase in revenue from gift certificates
Engagement (clicks, impressions, shares, etc. by tactic)
Traffic to landing pages

Identity

Digital