Super
Zona
A weeklong identity celebrating Phoenix’s Super Bowl host-city status, bringing big energy to Talking Stick Resort.
Retro neon, gridiron graphics, and nightlife culture, bold, fun, and unmissable
A full event identity built for Talking Stick Resort’s Super Bowl-week takeover, spanning campaign, signage, LED animations, and activations, grounded by the “Zona” of Arizona and the stakes of a host city.
Concept
“Super” energy, grounded in “Zona.”
Motion
LED animations tuned for pacing and impact.
Campaign
Print and digital activations for the full week.
Environment
Wraps, signage, and photo‑op moments.
The Opportunity
Phoenix was hosting the Super Bowl for the first time in more than a decade. Talking Stick Resort needed to own the week in a market full of events and activations.
- Own Super Bowl week at Talking Stick Resort
- Capture the stakes of the moment visually
- Stand out in a saturated event calendar
- Translate across digital, print, and environment
The Strategy
The concept fused Super Bowl energy with Arizona identity, retro neon, gridiron graphics, and nightlife culture rolled into a single, unmistakable wordmark.
- Lock the “SuperZona” wordmark system
- Build LED animations and motion content
- Design party, activation, and watch-event collateral
- Ship environmental graphics and templates
Selected Applications
The Impact
Became the rallying point for all Super Bowl-week events at the property.
Energized guests and staff with a bold, unmistakable identity.
Helped the resort stand out in a saturated event week.
