2023
Green Bay Packers
UI
Digital Design
GBP
Green Bay Packers, were a client seeking to implement their established yearly Packers style guide and extend it across multiple digital channels. While also crafting a unique and separate look and feel for evergreen campaigns.
The approach centered around rethinking the existing design system by improving flexibility while preserving visual consistency. A key deliverable was the creation of a modular system that allowed for seamless reordering and updating sections, ensuring each send could adapt to new content without disrupting the overall visual flow.
GBP
Evergreen sends were templated to maintain consistency, yet designed with a more natural, editorial feel. This flow balanced brand cohesion with a sense of authenticity, aligning with the broader visual direction of the Packers' seasonal branding. The result was a flexible, scalable system capable of supporting both ongoing and high-impact campaign needs.
GBP
The visual system was also applied to ad hoc email campaigns, designed to generate excitement around primetime games and key schedule releases. These emails featured reusable templates that supported dynamic content updates, such as player imagery swaps based on uniform or game-specific details. To enhance relevance, the system also allowed regional customization, displaying the correct app or channel for viewing based on user location. These enhancements significantly increased click-through rates and drove measurable traffic to targeted platforms.
GBP
Both visuals above and bellow are direct examples of hero designs used throughout the 2025 season. The visual above is a static composition designed to generate emotional hype for the 2025 Wildcard game, capturing the intensity and energy of the players. In contrast, the visual below showcases a more flexible design system that allowed players to be easily swapped in and out based on weekly availability. This modular approach ensured each asset remained accurate and up to date, while maintaining visual consistency across game promotions.
More Works
(DHB — 02)
©2025
2023
Green Bay Packers
UI
Digital Design
GBP
Green Bay Packers, were a client seeking to implement their established yearly Packers style guide and extend it across multiple digital channels. While also crafting a unique and separate look and feel for evergreen campaigns.
The approach centered around rethinking the existing design system by improving flexibility while preserving visual consistency. A key deliverable was the creation of a modular system that allowed for seamless reordering and updating sections, ensuring each send could adapt to new content without disrupting the overall visual flow.
GBP
Evergreen sends were templated to maintain consistency, yet designed with a more natural, editorial feel. This flow balanced brand cohesion with a sense of authenticity, aligning with the broader visual direction of the Packers' seasonal branding. The result was a flexible, scalable system capable of supporting both ongoing and high-impact campaign needs.
GBP
The visual system was also applied to ad hoc email campaigns, designed to generate excitement around primetime games and key schedule releases. These emails featured reusable templates that supported dynamic content updates, such as player imagery swaps based on uniform or game-specific details. To enhance relevance, the system also allowed regional customization, displaying the correct app or channel for viewing based on user location. These enhancements significantly increased click-through rates and drove measurable traffic to targeted platforms.
GBP
Both visuals above and bellow are direct examples of hero designs used throughout the 2025 season. The visual above is a static composition designed to generate emotional hype for the 2025 Wildcard game, capturing the intensity and energy of the players. In contrast, the visual below showcases a more flexible design system that allowed players to be easily swapped in and out based on weekly availability. This modular approach ensured each asset remained accurate and up to date, while maintaining visual consistency across game promotions.
More Works
(DHB — 02)
©2025
2023
Green Bay Packers
UI
Digital Design
GBP
Green Bay Packers, were a client seeking to implement their established yearly Packers style guide and extend it across multiple digital channels. While also crafting a unique and separate look and feel for evergreen campaigns.
The approach centered around rethinking the existing design system by improving flexibility while preserving visual consistency. A key deliverable was the creation of a modular system that allowed for seamless reordering and updating sections, ensuring each send could adapt to new content without disrupting the overall visual flow.
GBP
Evergreen sends were templated to maintain consistency, yet designed with a more natural, editorial feel. This flow balanced brand cohesion with a sense of authenticity, aligning with the broader visual direction of the Packers' seasonal branding. The result was a flexible, scalable system capable of supporting both ongoing and high-impact campaign needs.
GBP
The visual system was also applied to ad hoc email campaigns, designed to generate excitement around primetime games and key schedule releases. These emails featured reusable templates that supported dynamic content updates, such as player imagery swaps based on uniform or game-specific details. To enhance relevance, the system also allowed regional customization, displaying the correct app or channel for viewing based on user location. These enhancements significantly increased click-through rates and drove measurable traffic to targeted platforms.
GBP
Both visuals above and bellow are direct examples of hero designs used throughout the 2025 season. The visual above is a static composition designed to generate emotional hype for the 2025 Wildcard game, capturing the intensity and energy of the players. In contrast, the visual below showcases a more flexible design system that allowed players to be easily swapped in and out based on weekly availability. This modular approach ensured each asset remained accurate and up to date, while maintaining visual consistency across game promotions.
More Works
©2025