SuperZona

A weeklong identity celebrating Phoenix’s host city status for the Super Bowl, bringing big energy to TSR.

The Ask

In 2023, Phoenix hosted the Super Bowl and Talking Stick Resort needed a campaign to own the week. I was asked to develop an event identity that captured the high-stakes energy of the moment and transformed our property into a buzzworthy destination.

My Role

I developed the name, look, and feel for “SuperZona,” creating a flexible identity system for all on-property events, parties, signage, and promotions throughout the week.

The Strategy

The concept combined the excitement of the Super Bowl with a unique sense of place. “Zona” grounded the identity in Arizona, while the design language drew inspiration from retro neon, gridiron graphics, and nightlife culture. It had to be bold, fun, and unmissable.

The Identity System

• Color Palette: Neon purples, electric reds, sunny gradients, and bold whites 

• Typography: Stacked wordmarks and extended sans serifs for high-energy impact 

• Imagery: Stadium lights, Vegas-style glows, and oversized graphics 

• Layouts: Modular and punchy — built for screens, banners, and shareable content

The Deliverables

• Full brand identity system 

• Digital signage and large-scale LED animations 

• Print collateral for parties, activations, and sports viewing events 

• Event branding, environmental graphics, and promotional templates

The Impact

SuperZona became the rallying point for all Super Bowl-week events at the property, energizing both guests and staff. The bold visuals and memorable name helped us stand out in a saturated event week.