Campaign Creation: SAP Center 25th Anniversary Celebration

To mark 25 years of SAP Center in downtown San Jose, the organization planned a three-day music and arts festival spanning performances, community activations, and art installations throughout the city. It was the kind of moment that called for more than a logo treatment. It asked for a creative approach that honored the arena's place in the community while making the celebration feel alive and participatory rather than corporate and retrospective.

As Corporate Communications Designer, I collaborated with the Sharks' creative team to help shape the weekend's visual identity and marketing presence. My role centered on developing the collateral that connected fans and community members to the anniversary story, from digital and print materials to on-site signage, all of it needing to feel cohesive across a full weekend and multiple venues.

The most rewarding part of this project was the scale of the canvas. An anniversary like this is rare, and the creative had to hold up across a diverse audience that ranged from longtime season ticket holders to people who had never been inside the arena. Getting that range right, celebratory without being nostalgic, community-focused without being generic, was the creative challenge worth solving.