[Event]
[Sports & Entertainment]
Leigh Steinberg Super Bowl
Leigh Steinberg has spent four decades representing NFL talent. For the 36th Annual Super Bowl Party, the identity had to hold in a room of owners, athletes, and press — and still read as Steinberg Sports & Entertainment.
[Overview]
The SSE monogram sits at the center. Custom motifs and a gold-and-black palette carry from digital projections to VIP laminates, so each city edition stays distinct without breaking the series.
Entrance displays, stage, and print all run the same system. The mark is the constant; the host city supplies the variation.
[Client]
Steinberg Sports & Entertainment
[Deliverables]
Identity, Signage, Print, Digital
[Strategy]
A series, not a one-off
Super Bowl week is loud. The identity has to cut through without competing with the NFL itself.
Each annual edition nods to the host city while keeping the SSE core intact. The motifs refresh the year; the monogram holds the equity built across three decades.
[Visual System]
Three annual editions
A repeatable event identity keeps each edition distinct while protecting the equity built across the series.
[Execution]
The venue has to carry it
From entrance displays to the main stage, every surface runs the same system. Billboard artwork honors the #1 overall picks represented by the Steinberg team.
[Expansion]
The same DNA beyond the party
Beyond the main event, the team needed a visual start for a specialized subagency — legacy prestige meeting a social-first audience.
