NFL Draft x Fleet Farm: Turning a National Moment into a Midwest Brand Win, in Just 2 Weeks.
When Green Bay was selected to host the NFL Draft, Fleet Farm had just twos weeks to respond to one of the biggest sports moments in Wisconsin history. I led the end-to-end campaign, from creative direction and licensing strategy to asset production, and helped the brand show up powerfully on a national stage.
THE PROCESS:
Inspiration: Rooting the Vision
I started by diving into NFL Draft creative, Packers branding, and Fleet Farm’s visual identity to define a creative direction that felt authentic to all three. The goal? A bold, football-forward campaign that could break through the noise, without breaking the rules.
Tackling the Challenge of Licensing
With tight usage restrictions from both the NFL and Packers, I had to get creative. Every visual and phrase had to avoid protected marks — no NFL Draft logo, no official uniforms, no direct player likeness. That meant reverse-engineering the vibe of the Packers while staying entirely within brand and legal bounds.
Creating a Packers Look Without Breaking the Rules
To meet the moment without crossing legal lines, I developed a custom player image using stock photography and compositing. I pulled in Packers-like colors, while avoiding official direct player details. The result felt authentic, energizing, and legally sound.
Unifying Two Brands
The final creative married two powerful identities — Fleet Farm’s practical, Midwest-driven brand and the electric energy of the Draft. Across digital, mobile, and in-store placements, the work celebrated Wisconsin pride while tapping into the buzz of a national sports event.
The Result
In just two weeks, I developed a fully integrated campaign that spanned web, mobile, print, and live event activations — giving Fleet Farm a credible voice during one of the biggest sporting events of the year. The custom creative gave us the flexibility to show up across multiple touchpoints while respecting strict licensing guidelines.
The work shown on this page was created by me as part of my role at Fleet Farm. All logos, trademarks, and brand assets, including those of the NFL and the Green Bay Packers, are the property of their respective owners and are used here solely for the purpose of showcasing professional work completed as part of employment. This display is intended for portfolio use only and does not imply any affiliation with or endorsement by the NFL, the Green Bay Packers, or Fleet Farm. All rights to logos, marks, and proprietary assets remain with their respective owners.