ABOUT:
At Crypto.com Arena, I designed creative assets for the
Lakers,
Sparks,
Kings,
and the arena’s former home team, the
Clippers. Each team brought its own unique style and fan culture, requiring careful adaptation to their established visual identities while keeping the work cohesive within the arena’s overall branding. This body of work reflects the variety and scale of projects needed to support multiple professional sports franchises in one of the most recognizable venues in the world.
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RESPONSIBILITIES: In this role, I collaborated closely with the arena’s marketing team to produce content that adhered to each team’s official brand guidelines. Deliverables included motion graphics for monthly schedules, game announcements, record highlights, and new player contracts, as well as large-format print pieces displayed in arena hallways and the loading dock. Each project balanced speed and accuracy while maintaining high production quality to meet the fast-paced demands of professional sports seasons.
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CAMPAIGN:To enhance fan engagement, I introduced several interactive elements, including a large license plate prop that read “YHLQMDLG”—an acronym meaning “I do what I want,” echoing the rebellious spirit of the tour. This installation provided a unique photo opportunity for fans, reinforcing their personal connection to the concert's themes.
Lyric-Focused Visual Storytelling: I also developed twelve 48" lyric floor decals, featuring excerpts from the artist's songs. These decals were thoughtfully placed backstage and in Star Plaza, offering symbolic moments for both the artist and fans to engage with the concert's narrative through visual storytelling.
Creative Responsibility
Working closely with the Peacock Theater marketing team, I was assigned to create concert posters intended as artist and tour team gifts as well as social media posts. With a proven track record, I regularly received creative freedom, with responsibility for research, concept development, and execution. This required researching tour narratives, artist identity, and contextual references to develop concepts that felt intentional for both artists and audiences.
TOOLS: Adobe Illustrator, Photoshop
Concept Intent
Each poster was developed with a distinct purpose tied to the artist, tour, or venue. Manuel Turizo’s 2025 poster referenced his childhood apartment to reflect personal tour themes, while his 2023 poster leaned into surreal, song-inspired imagery. Ice Cube’s poster was venue-led, placing him larger than life behind the theater. Grupo Frontera’s design focused on origin storytelling, while Camila’s centered on venue identity and El Alfa’s emphasized speed and luxury.
YEAR: 2022
LOGOS To enhance fan engagement, I introduced several interactive elements, including a large license plate prop that read “YHLQMDLG”—an acronym meaning “I do what I want,” echoing the rebellious spirit of the tour. This installation provided a unique photo opportunity for fans, reinforcing their personal connection to the concert's themes.
Lyric-Focused Visual Storytelling: I also developed twelve 48" lyric floor decals, featuring excerpts from the artist's songs. These decals were thoughtfully placed backstage and in Star Plaza, offering symbolic moments for both the artist and fans to engage with the concert's narrative through visual storytelling.
VIDEO: The 360 Degrees Campaign for Bad Bunny’s El Último Tour Del Mundo 2022 brought the Bad Bunny'’s “last world tour” vision to life with a dystopian and introspective theme. Using a semi-truck as a striking visual metaphor for a journey through a surreal, futuristic landscape, the campaign fully
immersed fans in an engaging, cohesive experience that bridged physical and digital spaces, amplifying the concert’s unique character and overall impact.
TOOLS: Adobe Illustrator, Photoshop
DELIVERABLES: Collaborating with the artist’s promoters, I adapted tour art for Crypto.com Arena’s website, social media, and digital screens, ensuring cohesive and visually appealing branding and promotion. I partnered closely with marketing to create custom artwork for backstage areas and interactive fan engagement photo-ops that resonated with attendees. This unique collateral included
door wraps Artwork Installation ,
12 floor decals 1 2 3 4 5 6 7 8 9 10 11 12 , and a large
license plate prop. Artwork Installation
YEAR: 2022
